Takumi Hasegawa, executive officer, general manager of product designing department; Minoru Ushimura executive officer,
general manager, human resources; Akinobu Hayashi, executive officer, director of R&D laboratories, general manager of
customer value creation laboratories and advanced cosmetic
Major Products: Skin care, cosmetics and toiletries sold under several brand names in different sectors. High Prestige—
Decorte, Jill Stuart, Sekkisei MYV, Infinity, Predia, Addiction,
Paul Stuart, Awake, Tarte; Prestige—Sekkisei, One by Kosé,
Shirosumi, Hadakiwami, Astablanc, Esprique, Carté Clinity, Crie,
Phil Naturant, Formule, Maihada; Cosmetaries—Visée, Fasio,
Elsia, Nature & Co, SportsBeauty, Nailholic, Stephen Knoll New
York, Rimmel, Softymo, Je l’aime, Clear Turn, Suncut, Kokutousei,
New Products: One by Kosé medicated moisturizing serum,
Esprique makeup collection.
Comments: Kosé marked its 70th anniversary last year and there
was plenty to celebrate as sales rose more than 9%, enabling Kosé
to post its fourth consecutive year of record sales. Company executives credited the gain to strong sales of high-prestige brands
in the cosmetics business, major brands in the cosmetaries business and higher sales of all makeup brands.
Specifically, high prestige sales rose on the strength of the
Cosme Decorte brand. Company executives also noted that
Tarte’s sales were much higher than planned, while Jill Stuart,
Addiction and other makeup brands recorded higher sales.
Prestige sales increased due to the popularity of new Esprique
makeup products and the launch of One by Kosé, a serum that
promises to improve the skin’s ability to retain moisture. These
new products, combined with new marketing campaigns, helped
cosmetic sales rise more than 10%.
Sales of cosmetaries rose 7.6%. The company credited higher
sales of Je l’aime hair care products, Suncut sunscreen products,
Fasio and Visée makeup and Nail Holic nail care products.
International sales accounted for nearly 21% of sales last year.
Sales in Japan rose 5.7%, as the company added new customers
for its makeup and skin care offerings. However, sales in the rest
of Asia rose less than 1% as structural reforms are underway in
China. Elsewhere, North American sales rose on the strength of
Tarte. Last year, Kosé launched Sekkisei in the US. Global expansion with higher earnings are all part of the company’s Phase III
Kosé’s Fundamental Research Laboratory is scheduled for
completion in 2019. When finished, it will consolidate Kosé’s
three research areas to two locations in Oji.
Currently, company researchers are studying induced plu-ripotent stem cells to learn if they have applications in anti-aging products.
15. NATURA Brazil www.natura.net Sales: $2.2 billion
Key Personnel: João Paulo Ferreira, chief executive officer;
Administrative Council—Antonio Luiz da Cunha Seabra,
Guilherme Peirão Leal, Pedro Luiz Barreiros Passos (founders),
Giovanni Giovannelli, Silvia Freire Dente da Silva Dias Lagnado,
Roberto de Oliveira Marques, Carla Schmitzberger, Marcos de
Barros Lisboa, Plínio Villares Musetti.
Major Products: Chronos, Ekos, Humor, Una and Todo Dia skin
care and cosmetics.
New Products: Ekos Flor do Luar and Ilía women’s fragrances;
Natura Homem Essence men’s fragrance; Una Matific Liquid
Lipstick, Una Blur instantaneous effect cosmetics; Natura Mamãe
e Bebê baby care.
Comments: A weak real continued to hurt Natura’s standing
in our International Top 30, but the company said sales were
stable in local currency. To enable consumers to purchase
products when and where they want, the company launched
the new version of the Natura app, which allows to locate the
nearest consultants or to buy directly from the Rede Natura.
To help keep track of all these orders, Natura opened a new,
22,000-square-meter distribution center in the Buenos Aires
metropolitan area. Back in São Paulo, the company’s logistics
hub in Itupeva achieved LEED certification, with an emphasis
on water and energy efficiency. Natura opened five stores in São
Paulo shopping malls, to give consumers more opportunities to
Outside South America, Natura opened a store in
Manhattan’s Nolita neighborhood. Initially the space is carrying the Ekos line, but will add the Chronos and Mamãe e Bebê
lines in the future. In addition, the company acquired all shares
of Aesop, an Australian brand, which opened 41 stores in 2016,
including the second unit in Brazil (São Paulo).
Last year, Natura began offering educational opportunities to
consultants and their families, such as discounts and scholarships
for university education. Eleven thousand people took Natura up
on its generous offer, according to company executives.
Finally, The Natura Startups Program was launched.
This open innovation initiative connects entrepreneurs who
have the skills to develop projects related to Natura’s business. Natura also held an innovation marathon called Mãos
na Mata: Traga a Natureza para seu Dia a Dia (Hands on the
Forest: Bring Nature for Your Day to Day). The idea was to
promote Ekos projects to connect consumers with Natura and