Natura changes to have cheaper products

Natura launches in July a new brand-Am-products for body and hair, with smaller, simpler packaging and prices well below those of the company so far. The goal is to reach consumers who do not buy their products. The project began to be developed there is three and a half years and has been tested in the State of São Paulo. The release could help the company regain market share of personal hygiene, which is losing ground.
To reach a lower price range, Natura sought greater efficiency throughout the supply chain. The packaging uses 70% less plastic and is flexible as the cartridge. The products have less ingredients, do not contain dyes and have a single fragrance, with small nuances. The idea is to deliver to the consumer just what is "essential," says José Vicente Marino, executive vice President of Natura. The motto of the campaign will be the conscious consumption.