{"id":75072,"date":"2025-04-29T22:59:06","date_gmt":"2025-04-29T22:59:06","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2025\/04\/29\/latin-americas-top-beauty-brand-taps-david-for-major-u-s-growth-push\/"},"modified":"2025-04-29T23:00:20","modified_gmt":"2025-04-29T23:00:20","slug":"latin-americas-top-beauty-brand-taps-david-for-major-u-s-growth-push","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2025\/04\/29\/latin-americas-top-beauty-brand-taps-david-for-major-u-s-growth-push\/","title":{"rendered":"Latin America\u2019s Top Beauty Brand Taps DAVID for Major U.S. Growth Push"},"content":{"rendered":"

<\/a>\n<\/p>\n

\n

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.<\/p>\n

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.<\/p>\n

As Natura\u2019s first U.S. inventive company of report, DAVID handles inventive, technique, influencer advertising and marketing, and social media. Media is managed by GroupM.<\/p>\n

\u201cWe had been in search of an company with international imaginative and prescient however U.S. cultural fluency,\u201d Erik Volavicius, common supervisor of Natura U.S., instructed ADWEEK. \u201cDAVID understood learn how to translate the values of our model to American customers. Their technique was sharp, however additionally they introduced one thing sudden\u2014a humorousness and humanity.\u201d<\/p>\n

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.<\/p>\n

The marketing campaign facilities on 4 of Natura\u2019s signature Amazonian bioactives: a\u00e7a\u00ed, maracuj\u00e1, tukum\u00e3, and castanha. Quite than anglicizing these components, DAVID leans into their authentic Portuguese pronunciations\u2014a inventive resolution meant to spark curiosity and showcase Natura\u2019s Brazilian roots. <\/p>\n

\u201cThey\u2019re unique, they\u2019re intriguing, they usually\u2019re already on our packaging,\u201d mentioned Volavicius. \u201cSo why not personal that?\u201d<\/p>\n

Brazilian roots <\/strong><\/p>\n

For DAVID, which has roots in Brazil, the account win carries significance. <\/p>\n

\u201cNatura is without doubt one of the most admired manufacturers in Brazil,\u201d Carolina Vieira, managing director of DAVID North America, instructed ADWEEK. \u201cAs a Brazilian, I felt a way of satisfaction and accountability. This isn’t only a marketing campaign; it\u2019s a cultural translation.\u201d<\/p>\n

Based in S\u00e3o 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\u2019s magnificence and private care sector, and was lately ranked the area\u2019s strongest model by Model Finance, with excessive scores in shopper familiarity and loyalty.<\/p>\n

That class management, nonetheless, hasn\u2019t but translated into model recognition within the U.S.\u2014one thing Natura goals to vary. \u201cWe\u2019re constructing consciousness, however we\u2019re additionally inviting folks to fall in love with the product itself,\u201d mentioned Volavicius. \u201cWe all know that after customers strive it, they arrive again.\u201d<\/p>\n

\n
\n
\n

\"Daniel Lobatón
<\/a> <\/div>\n<\/section>\n<\/div><\/div>\n

<\/p>\n

To that finish, the marketing campaign will likely be supported by sampling applications, creator content material, out-of-home, and in-person activations. A brand new Amazonian bioactive ingredient will likely be launched this summer season as a part of Natura\u2019s deliberate pop-ups in New York and Miami.<\/p>\n

The Might 1 marketing campaign additionally marks the Natura\u2019s debut on TikTok Store, including a brand new gross sales channel to its current ecommerce footprint. <\/p>\n

\u201cSocial commerce remains to be new for us, however the potential is very large,\u201d mentioned Volavicius. \u201cWe\u2019re seeing quite a lot of advocacy in our residence nation, and we need to replicate that right here.\u201d<\/p>\n<\/div>\n