Brazilian cosmetics giant Natura has officially established its Asian market presence with the launch of its business in Malaysia through the opening of a 100m2 pop-up store in the Sunway Pyramid mall, in Petaling Jaya, in the suburbs of Kuala Lumpur, Malaysia. The brand should open a permanent store within the mall in the second semester of 2020.
“Natura’s decision to enter the Asian beauty market was driven by our core commitment to delivering positive impact across the globe, and the growing demand for sustainable, high quality products across the region,” said the company in a statement.
In Malaysia, Natura products will be available to customers through their established omnichannel strategy which comprises e-commerce, relationship selling and physical stores. Around 300 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. All products are 100% vegan.
"We see great opportunity for Natura in Malaysia, with its millions of diverse consumers which have for decades been purchasing through many different channels. We are confident that our omnichannel strategy will be well-received in Malaysia, bringing a wide variety of products to customers as well providing a great platform for growth for our business across the region. More importantly, we are excited about working with local partners across Asia as a force for change to build a more sustainable future", says Daniel Silveira, head of Natura International. "This is a significant moment for us as a business, and we are looking forward to building our business across Asia."
The Natura brand will be marketed in Malaysia by Ola Beleza Sdn. Bhd., a subsidiary of InNature Berhad and a partner of The Body Shop in the country for 35 years.
"We are proud to have been selected as Natura’s business partner to launch the brand for the first time in Asia. This pop-up store, which is larger than usual and in a prime location in the Sunway Pyramid mall, will serve well to introduce the brand and its products to consumers, via the unique experiences which we are offering to visitors. This includes a skincare interactive wall, free skin and hair analysis, a fragrance personality analyzer, and a pampering hand massage whilst enjoying a VR adventure through the Amazon forest," said Datin Mina Cheah-Foong, Managing Director of InNature Berhad.
In addition to physical stores, Malaysian customers will also be able to purchase Natura products via the brand’s online store at www.naturamy.com. The company also has plans to launch a social selling channel soon.