Cosmetic giant Natura launches in Asia with pop-up store in Malaysia

Global cosmetics company Natura has launched a pop-up store in Malaysia, establishing its Asian market presence for the first time. Natura products will also be made available to customers in Malaysia through the company's omni-channel strategy, which comprises eCommerce, relationship selling and physical stores.

According to a press release, Natura's decision to enter the Asian beauty market was driven by the company's core commitment to delivering positive impact across the globe, and the demand for sustainable, high quality products that consumers across the region are demanding. Around 300 vegan items from the Natura portfolio will be offered under the brands Ekos, Chronos, Lumina, Mamãe e Bebê and Natura Homem - as well as fragrances from the Brazilian Perfumery House.

This comes after Natura & Co acquired Avon Products for US$2 billion in May, in a bid to better serve different consumer profiles and distribution channels, and expand into new geographies, such as Asia. Avon currently has stores in Johor Bahru, Kuala Lumpur, Melaka, Kedah, Perak and Negeri Sembilan, among others cities in Malaysia. In 2018, the company had more than 200,000 sales representatives and 168 outlets in Malaysia.

Daniel Silveira, head of Natura International, said the company sees "great opportunity" in Malaysia, whose millions of diverse consumers have been purchasing through many different channels for decades. He is confident that Natura's omnichannel strategy will be well-received in Malaysia and provide a great platform for growth for the business across the Asia.

"More importantly, we are excited about working with local partners across Asia as a force for change to build a more sustainable future," he added.

InNature Berhad, which has been operating the Natura brand in Malaysia through its subsidiary, Ola Beleza is Natura's selected business partner for the launch. According to InNature Berhad MD Mina Cheah-Foong, the pop-up store is larger than usual and situated in a prime location in the Sunway Pyramid mall to introduce the brand and its products to consumers via the unique experiences. "This includes a skincare interactive wall, free skin and hair analysis, a fragrance personality analyser, and a pampering hand massage whilst enjoying a VR adventure through the Amazon forest," she explained.

Beyond the online store, www.naturamy.com, Cheah-Foong said Natura is also looking to launch a social selling channel soon. Natura has been committed to using Brazilian and Amazonian biodiversity ingredients in its products and engaging in fair trade with local communities in the Amazon forest. From 2000 until today, it said the company has contributed to conserving 1.8 million hectares of standing forest, an area equivalent to 74 Kuala Lumpur cities.

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