NATURA BRASIL: The Leader of Brazilian Cosmetics' Tortuous Market Entry into Europe

Anne Bartel-Radic (), Haithem Guizani () and Hamza Asshidi ()
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Anne Bartel-Radic: IEPG - Sciences Po Grenoble-UGA - Institut d'études politiques de Grenoble - UGA - Université Grenoble Alpes, CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes
Haithem Guizani: IEPG - Sciences Po Grenoble-UGA - Institut d'études politiques de Grenoble - UGA - Université Grenoble Alpes, CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes

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Abstract: In Brazil, the strategy implemented by the Natura company has proved to be a great success. Celebrating its 50th anniversary in 2019, the Natura brand has never been dethroned by the world leaders in the sector and has been able to capitalize on a positioning based on "naturalness" with local roots and real Corporate Social Responsibility (CSR) expertise. However, the conquest of the French market was complicated and does not reflect the brand's global position. This case study aims to analyse the reasons for this tortuous market entry and invites propositions of new strategies that consider the specificities of the market, as well as the expectations and socio-cultural characteristics of European consumers. To facilitate this strategic reflection, the case study includes the history of Natura Brasil and the positioning of the brand on the Brazilian market as well as the marketing mix.

Keywords: Internationalization; CSR; Marketing; Strategy; Brazil; France (search for similar items in EconPapers)
Date: 2022
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Published in 2022, pp.1-15

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-04747781

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