The Implementation of Product Development Strategies Focused on Sustainability: From Brazil-The Case of Natura Sou Cosmetics Brand

Sustainability Struggles: Discursive Tensions in Latin American Cosmetic Industry

“…In order to understand how leading cosmetics brands in Latin America communicate their sustainability initiatives and answer our RQs, we conducted an in-depth study of four prominent cosmetics brands such as Avon, Natura, O Boticário, and Yanbal. Following a similar approach adopted by other researchers (Dalmarco et al, 2015;Kenalemang-Palm et al, 2021;Ourahmoune et al, 2014), the selection of these brands was based on three criteria: (a) scope and reach as the four of them have extensive market coverage and brand recognition across various Latin American countries; (b) sustainability policies as these brands are acknowledged by their commitment to sustainability and responsible corporate practices; and (c) diverse representation as the four brands have demonstrated an interest in addressing a diverse range of social and environmental issues in Latin America where their market is stronger.…”

Towards Sustainable Color Cosmetics Packaging

“…Kjaer Weiss has refillable makeup cases, such as a resuable compact that can be filled by the consumer, making them 30% cheaper than a new product, as well as refillable versions of mascara, lip gloss, and eyeliners [21]. Natura was the first company in Brazil to offer products for continuous use in a refill version, with 54% lower weight than regular packaging, and its Natural Sou brand is positioned as an intermediate price range based on savings generated from efficiency gains in production processes [23]. Its packaging is not ready-to-use but on a roll of plastic film, which results in lower transportation impact and the use of fewer vehicles.…”

“…Its packaging is not ready-to-use but on a roll of plastic film, which results in lower transportation impact and the use of fewer vehicles. It occupies significantly less space and also generates much less waste at the time of disposal [23].…”

“…There is also increasing consumer interest in sustainable packaging and plastic-free cosmetics [18][19][20]. Large cosmetics companies have set up impressive goals for packaging [21], and several cases are mentioned in the scientific [22][23][24][25][26][27][28] and trade [20,[29][30][31][32][33][34] literature. Yet, popular brands typically do not offer sustainably packaged color cosmetics, leading to "consumer helplessness in this regard, and a belief that changes should be led by cosmetics producers and government regulatory action" [35].…”

“…The cosmetic industry has made significant attempts towards minimizing environmental and social impacts, including for packaging. Natura and its brands have been mentioned often in the literature with regard to environmental innovation, such as refillable packaging based on plastic film that reduces transportation impact and waste; products 100% free of animal ingredients; the use of plastic from sugercane; reductions in the products' water and carbon footprints; and annual sustainability reporting since 2001, with a focus on achieving the use of Brazil's biodiversity in a sustainable manner [22,23]. Case studies also include L'Oreal, which has set a goal to have 95% biobased materials, derived from abundant minerals or from circular processes [24], and has 10 rules for eco-design, including the use of safe packaging in terms of environment and health; reduction in material usage and unnecessary packaging; preference to large formats; the use of less impactful materials and those that come from sustainably managed sources; not shifting burdens to other parties; reusable packages; consumer guidance for appropriate disposal; and facilitating post-use management, which have been implemented in its sustainable product optimization tool [25].…”