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NATURA’S decision to open in France reflects the founder’s love of country and culture which in many ways mirrors his homeland of Brazil, where people love the history and tradition of France whose countrymen played a big part in helping to shape Brazil’s early years.

The French business is the only one outside of South America, where the company is market leader in Brazil and well-established in seven countries.

Following the same route as in Brazil, the company’s first introduction to France in 2005 came with the opening of a smart boutique in the 6th Arondissement, the heart of Parisian chic for the stylish French woman.

Known as La Maison, this store continues to flourish and forms a focal point for Natura’s public relations activities to raise awareness. It carries the full range of products and is open to Consultants and customers.

About 18 months later, when the brand became better known, the decision was made to replicate the South American business model by introducing a direct selling system, initially in the capital. “Having started with a small shop in 1969 the founder decided to put the brand in the hands of the consumers who became Natura’s first Consultants,” explained Country Manager Sylvie Follain. Today there are around 800,000 consultants. Sylvie, who joined Natura two years ago, is convinced this ‘alternative method of distribution’ is the way forward. “Not so many years ago, the reputation of direct selling was not good in France but now I believe it is the future,” she added. “The people relationship is at the heart of our brand and the products offer high quality and good value – face to face meetings are a clever way to present the brand with many advantages over a department store where many products are competing on the same shelf.

“In the past year we have been rolling out the system across the country and we are doing so well that I am even more convinced this is the better way to explain our values and position our brand in this market. It is still very new for us and we have to be patient but the network is growing.”

Natura’s philosophy is built on the three pillars of sustainable development – social, economic and the environment – and its commitment to these principles has been well documented for many years. In its home country of Brazil the company has reached a point where it can claim to be ‘carbon neutral’ thanks to an ongoing programme of balanced activities across the business. It is also renowned for its social responsibility through a widespread ‘back to school’ initiative designed to improve adult literacy.

“Our vision and values are an integral part of the company, guiding us every day and as individuals we have goals and measurements to ensure we all play our part,” said Sylvie.

 “We already have a wonderful team of Consultants who understand our values and are engaged with the products which makes them great ambassadors for the company. We look for people who have a generosity of spirit, who are sensitive to the environment and can build long-term relationships with their customers.
“I hope and believe that Natura along with other reputable brands can help change the mentality of the French people toward direct selling, building this new way of distribution by creating social networks and jobs.”