Due to the pandemic, Natura multiplied its number of sales consultants by 13

Natura, a Brazilian brand of beauty and health products, revealed to Valora Analitik the growth of its sales, especially in digital channels, as well as the exponential jump in the number of sales consultants in Colombia.

At the end of the second quarter of 2021, the company had sales growth of 36%, surpassing the cosmetics market in the region. Read more in Companies.

Based on that growth, net profit was 235 million reais in the second quarter, while revenue totaled 9.5 billion reais.

This growth was leveraged in the omnichannel strategy for sales and new customers.

Natura now sees that its income assisted by digital channels already weighs 51% of the total, "which is a big deal to be a direct sales company."

Upon arrival in Colombia, Natura offered direct sales of its products and a catalog magazine of its products that were promoted through consultants who receive commission.

Recommended: Grupo Natura &Co, owner of Avon, increased its revenue by 25% in March

But, with the arrival of the Covid-19 pandemic, online sales were strengthened, enabling greater growth in the option of making digital sales.

In this order of ideas, Natura has evolved its business in Colombia towards a hybrid model from one of direct sales through independent consultants who offered the products with advice to customers.

Today, with digital sales, Natura begins to reach the end customer without excluding the consultant who signs up on the platform where they receive a commission when the end customer buys using their code.

Before the pandemic, there were 5,000 consultants registered in the Natura databases. Now it's at 67,000 thanks to the biggest push in digital.

This digital interaction was also strengthened with a digital interactive magazine that can be shared via WhatsApp to later send the request to the consultant.

This does not prevent, for example, the client from ordering directly on the Natura page.

Read also: Merger of Avon and Natura will form the fourth global company in the beauty sector

Another novelty of Natura in Colombia is that it is reaching rural areas after managing to occupy part of the market in the big cities.

This growth of regions and consultants, according to Natura, has been achieved by maintaining competitive commissions for those compared to other platforms that offer beauty products through direct sales.

For example, with the pandemic in Natura, the commissions for catalog sales were matched, as well as for direct purchases on the web with the code that the client uses to register the sale on behalf of the consultant.

With that in mind, for digital sales it plans to close 2021 above 36% of the total and take advantage of special days like Nature Friday with new offers.

For 2022, Natura projects solid sales and has prospects that the Colombian economy will continue to reactivate to recover sales levels generated in 2019.

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