Natura part for the fight in perfumes

Natura will put on the air tomorrow a campaign dedicated to your line of perfumery. The decision, according to Vice President of marketing and innovation of the company, Andrea Alvarez, comes after the company finds that the sustainability attributes and brand "are well-crafted lines like creams and moisturizers, but they''re not solidified in fragrances. Although do periodically propaganda to specific labels, the company hasn''t been making moves to the thread.
It is a strategy to challenge the rival O Boticário, leader of the Brazilian market of perfumery. In 2015, the industry moved R$ 21.7 billion, enough to secure the top two overall, behind the United States, according to consulting firm Euromonitor.
The investment in marketing comes at a good time: the data show that the Apothecary comes extending the front face of the numbers two and three on the market, Natura and Avon (see table beside). According to Euromonitor, the five brands of perfumes more sold in Brazil, the second and the fourth placed-Ekos and Humor lines – belong to Natura. The others are manufactured by the Apothecary: Malbec (1st place), Quasar (3) and caprice (5).
The bet that Natura is doing in the perfumes – the new campaign created by agency DPZ&T will be displayed in unique 1 minute interval during the novel of 9:00 pm, the law of love — is justified by the price of the product. On the company website, a moisturizer of Ekos costs R$ 52.90, while the colony brand goes for R$ 89.90. "It''s a position that makes sense for the company and also for the consultant, because the product has a higher aggregate value", explains the Executive.
Differentials. The company wants to show that the perfumes of nature have "DNA", with the use of essential oils extracted from sustainably brazilian flora – which, to Andrea, is a key differentiator in the face of competition. So, the campaign will have the Mission of presenting Natura as the "House of perfumery of Brazil".