The Body Shop's new owner undergoes rebrand
By Elias Jashan - Feb 12th 2018, 15:32
The new parent company of The Body Shop has undergone a corporate rebrand that consolidates all of its beauty brands and retail fascias under one roof.
Natura &Co has been selected as the name of the company that operates Natura, Aesop and The Body Shop.
Natura acquired The Body Shop from L’Oreal in June last year in a deal thought to be worth £880 million, although this figure was not confirmed.
Founded in 1969, Natura is a Brazilian multinational brand and retailer specialising in cosmetics and personal care.
Founded in 1976 in Brighton, England by Dame Anita Roddick, The Body Shop has grown to become a staple on high streets and in shopping centres around the world.
Meanwhile, Australian beauty brand Aesop was established in 1987 and Natura completed its acquisition of the firm in 2016.
Natura &Co said the new corporate brand consolidates it as a global, multichannel and multi-brand cosmetics group “committed to generating positive economic, social and environmental impact” through products “from natural raw materials, using traceable ingredients that are sourced sustainably, promoting fair trade with suppliers and refraining from carrying out animal testing”.
Natura, Aesop and The Body Shop will also continue to operate independently and with decision-making autonomy, with their own chief executives – João Paulo Ferreira, Michael O’Keeffe and David Boynton respectively – and executive committees.
Natura &Co’s first meeting was held on the last week of January in Sao Paulo with the participation of over 100 top executives from the three brands.
Roberto Marques, a member of Natura’s board of directors since April 2016, was appointed Executive Chairman of Natura &Co.
The three founders of Natura, Luiz Seabra, Guilherme Leal and Pedro Passos, will remain as co-chairs of the board of directors.
“The brand symbolises the characteristics of the new corporate governance structure created for the group,” Marques said.
“This structure, which will help us grow by promoting deep business transformation, aims to ensure support, facilitating and improving integration and interdependence between the three companies in the group, while implementing a global strategy.”Retail Gazette
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