Sep 11, 2017
Natura secures mystery British chief to revive The Body Shop
Brazil's Natura Cosméticos has secured a British male chief executive to take over from Jeremy Schwartz at the helm of The Body Shop, although it failed to name the successor. This could be done partly by pushing The Body Shop products through sales consultants - of which Natura has 1.8m - and coming up with fresh products. With the acquisition of The Body Shop, the Natura group will generate 54 per cent of sales outside of Brazil, mainly in Latin America, the UK and the US. Mr Leal said "India and Indonesia have a strong potential". In 2013, Natura snapped up Australian-owned Aesop for the equivalent of $70m. "We believe that the combination between 'old Brit', which is The Body Shop, 'new Brit' which is Aesop being an Australian brand, and Brazilian guys could be a very interesting mélange," said Mr Leal, who eyes further growth overseas. This year consultancy Brand Finance listed Natura as the world's 28th most valuable cosmetics brand, ahead of The Body Shop, which stood at 35th. "Each brand has its own identity, its own value proposal, the basic values are shared but the way to express those via products, via communications, via the environment in its sales points come from each brand's own personality, which will be preserved," said Mr Leal.
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