Leading Beauty Brand from Latin America Enlists DAVID for Significant American Expansion Strategy
✅ Natura Serves Up a Dazzling Plan with New U.S. Agency David
Get ready to witness a spectacle as Natura, the leading beauty brand in Latin America, teams up with hip new agency, DAVID, to conquer the American market!
DAVID clinched the Natura account back in December, following a hefty competition that saw three agencies square off in a challenging October review. Although Brazil's homegrown Natura had partnered with smaller, boutique shops in the US for projects, this is the first time it entrusts its U.S. marketing endeavors to a single powerhouse agency.
DAVID has been handed creative, strategy, influencer marketing, and social media duties for Natura in the US, while media management remains under GroupM's watchful eye.
Erik Volavicius, Natura's US General Manager, spilled the beans to ADWEEK, revealing that "DAVID got our attention with their global vision and U.S. cultural flair. Their strategy was sharp, yet unexpected-packed with a dash of humor and a healthy dollop of humanity!"
With dreams of taking Natura to new heights in the U.S., where the brand aims to expand its business fivefold in the upcoming years, DAVID will help Natura unlock its full potential. The campaign will officially drop on May 1 and will be followed by a vibrant, immersive summer pop-up experience, bringing the enchanting Brazilian Amazon to New York and Miami.
The campaign revolves around four of Natura's signature Brazilian Amazon bioactives: açaí, maracujá, tukumã, and castanha. DAVID chooses to embrace these exotic Northern Portuguese names to pique curiosity and showcase Natura's roots in Brazil.
"Why hide the exotic and intriguing when they're already on the packaging? Let's own it!" mused Volavicius.
Brazilian Roots Take the Stage
For DAVID, with roots in Brazil, this partnership resonates deeply. Carolina Vieira, DAVID North America's Managing Director, shared her thoughts with ADWEEK, stating, "As a Brazilian, I felt a sense of pride and responsibility. This isn't just a campaign; it's a cultural transformation!"
Founded in São Paulo in 1969, Natura has been a veritable pioneer in conscious beauty in Latin America. The company has been a B Corp since 2014 and has boasted carbon neutrality since 2007. As per Euromonitor International, Natura is the foremost player in Latin America's beauty and personal care sector and was ranked the region's strongest brand by Brand Finance, with sky-high scores in familiarity and loyalty.
Despite its regional dominance, Natura hasn't yet made a significant mark in the US. "We're building brand recognition, but we're also sparking passion for our products," Volavicius explained. "We're confident that once consumers try our offerings, they'll be hooked!"
To cultivate consumer interest and excitement, the campaign will be supported by sampling programs, creator content, out-of-home advertising, and in-person activations. A fresh Amazonian bioactive ingredient is also set to make its debut at the summer pop-ups in New York and Miami.
Additionally, the May 1 campaign marks Natura's entry into the burgeoning world of TikTok Shop, expanding its e-commerce offerings through social commerce. "Social commerce is a fresh, exciting space for us," said Volavicius. "We're eager to harness its potential in America!"
- Natura, the renowned beauty brand, is collaborating with agency DAVID to expand its business in the U.S., aiming for a fivefold growth over the next few years.
- Erik Volavicius, Natura's US General Manager, praised DAVID's global vision, sharp strategy, and unique blend of humor and humanitarian elements.
- The campaign, launching on May 1, will showcase four of Natura's signature Brazilian Amazon bioactives and will be accompanied by a summer pop-up experience in New York and Miami.
- The campaign also marks Natura's debut on TikTok Shop, extending its e-commerce presence through social commerce.
- Volavicius believes that the fresh, exciting potential of social commerce will help Natura make a significant impact in the American market.
- For DAVID, with roots in Brazil, this partnership resonates deeply, signifying a cultural transformation rather than just a campaign.
