Influence from within • How we created a new business model for Natura and Avon, uniting the creator economy, media, and prosperity.

As strategic partners of Natura and Avon, our starting point is these brands' greatest asset, a network of 1.8 million Beauty Consultants, the heart of the business. The challenge was to project this entire force into the future, with a significant opportunity, how could we accelerate the digitalization of this network to unlock new and exponential paths to prosperity for each consultant?

The answer came through a pioneering initiative in the global beauty market. In partnership with TikTok, we created an innovative ecosystem to transform consultants into creators. Our goal was to establish a regenerative economy model where brand investment returns to the network, generating a new and powerful source of income for these entrepreneurs.

By positioning them as protagonists of digital influence, we aimed to modernize the perception of the entire activity. Naturally, one expected outcome of this modernization was to rejuvenate the image of beauty consulting, making it an attractive path for Gen Z and ensuring the model's longevity. We were ready to build a new future for direct selling.
 

Our strategy was designed as a business development program, based on the insight that the most powerful recommendation stems from identification and authenticity, characteristics inherent to beauty consulting. With 80% of consumers buying products recommended by creators, the opportunity was to give our consultants the tools to become the most relevant voices in beauty on TikTok.

This led to the creation of the "Natura and Avon Beauty Consulting & TikTok Private Pool" platform. We selected 200 consultants from diverse backgrounds and offered comprehensive training. In partnership with TikTok, we developed training tracks ranging from technical skills to strategic approaches.

Weekly, consultants received briefings aligned with the brands' business objectives, such as new product launches and promotions. They had complete creative freedom to translate these "missions" into authentic videos that reflected their realities and connected with the audience.

The best content was boosted with paid media, with a key differentiator: approximately 40% of the investment returned directly to the consultants as performance-based remuneration, creating a virtuous cycle: better content led to more brand visibility and more income for the entrepreneur.

The results prove that by focusing on the network's prosperity, we generated value across all aspects of the business. Our strategy unlocked a new source of growth for both the brands and their consultants.

The financial impact was surprising and directly affected the participants' businesses. In the project's first months, we saw a 45-percentage point increase in the number of orders and a 43-percentage point increase in revenue generated by them during the same period.

This proof of prosperity was accompanied by other excellent results, such as the rejuvenation of the network, with a growth in the Gen Z consultant base that was four times greater than the total base.

In parallel, brand strengthening was evident as we surpassed category norms with a 3.3-percentage point increase in preference and a 25% higher ad recall among young audiences. In the realm of communication, success translated into over 694 million impressions, but the most relevant data point was a viewing rate 55% higher than the brands' historical average.

Ultimately, the greatest result was the transformation of perception and business. Beauty consultants solidified their roles as creators and digital entrepreneurs, gaining a new source of income and authoring the next chapter in the history of direct selling in Brazil.