Sustainability Initiatives at Natura, The Body Shop, and Aesop
With its three core companies (Natura Cosmetics, The Body Shop, and Aesop), Natura & Co SA blends three different business models for interacting with the customer. In the end, all three models are focused on sustainable business practices. What can other companies learn from Natura & Co SA on how to be sustainable?
The Body Shop has been a leader in banning animal testing of cosmetics products worldwide since the 1980s and is tirelessly working to ban animal testing in the cosmetics industry. Is this part of being sustainable or is animal testing a different focus?
Aesop is not using traditional advertisements or discount sales to promote its products. Instead, Aesop gets its promotional communication mostly by word-of-mouth for the design of its products, stores, and events, which are a singular mix of indulgent product experiences, thoughtful language,and modern minimalist design. If you had to interact with Natura & Co SA, which customer engagement model—Natura’s, The Body Shop’s, or Aesop’s—would be the best for you and why?
How much would it mean to you that a company operated in a sustainable way? Would you pay 5 percent, 10 percent, or 25 percent more for a product if the quality was the same as nonsustainable alternatives? What if the quality of the product was lower but the price the same?
