Latin America’s Top Beauty Brand Taps DAVID for Major U.S. Growth Push

Natura, the biggest magnificence model in Latin America, is on the brink of launch a serious model marketing campaign from new U.S. company of report DAVID because it eyes progress within the American market.

DAVID received the Natura account in December following a aggressive evaluation involving three businesses that kicked off final October; the company declined to share who else participated. Whereas Brazil-based Natura had beforehand labored with smaller boutique outlets on a mission foundation within the nation, that is the primary time it’s consolidating its U.S. advertising and marketing efforts underneath a single company.

As Natura’s first U.S. inventive company of report, DAVID handles inventive, technique, influencer advertising and marketing, and social media. Media is managed by GroupM.

“We had been in search of an company with international imaginative and prescient however U.S. cultural fluency,” Erik Volavicius, common supervisor of Natura U.S., instructed ADWEEK. “DAVID understood learn how to translate the values of our model to American customers. Their technique was sharp, however additionally they introduced one thing sudden—a humorousness and humanity.”

DAVID will assist Natura obtain its rising ambitions within the U.S., the place the model plans to scale its enterprise fivefold over the subsequent few years. Natura will launch an built-in model marketing campaign on Might 1, adopted by a summer season pop-up expertise that brings the Brazilian Amazon to New York and Miami.

The marketing campaign facilities on 4 of Natura’s signature Amazonian bioactives: açaí, maracujá, tukumã, and castanha. Quite than anglicizing these components, DAVID leans into their authentic Portuguese pronunciations—a inventive resolution meant to spark curiosity and showcase Natura’s Brazilian roots.

“They’re unique, they’re intriguing, they usually’re already on our packaging,” mentioned Volavicius. “So why not personal that?”

Brazilian roots

For DAVID, which has roots in Brazil, the account win carries significance.

“Natura is without doubt one of the most admired manufacturers in Brazil,” Carolina Vieira, managing director of DAVID North America, instructed ADWEEK. “As a Brazilian, I felt a way of satisfaction and accountability. This isn’t only a marketing campaign; it’s a cultural translation.”

Based in São Paulo in 1969, Natura has lengthy been a regional chief in aware magnificence. The corporate grew to become a B Corp in 2014 and has been carbon impartial since 2007. In keeping with Euromonitor Worldwide, its a frontrunner in Latin America’s magnificence and private care sector, and was lately ranked the area’s strongest model by Model Finance, with excessive scores in shopper familiarity and loyalty.

That class management, nonetheless, hasn’t but translated into model recognition within the U.S.—one thing Natura goals to vary. “We’re constructing consciousness, however we’re additionally inviting folks to fall in love with the product itself,” mentioned Volavicius. “We all know that after customers strive it, they arrive again.”