BEAUTY BRAND INTERNATIONALIZATION STRATEGIES: CHALLENGES AND OPPORTUNITIES FOR NATURA IN THE GLOBAL MARKET

Abstract

The internationalization of beauty brands, especially those seeking growth and consolidation in the competitive global market, is a challenge that requires a strategic and careful approach to ensure long-term success. One of the main internationalization strategies is exports, which can be direct or indirect. The target audience, consumers' purchasing power, and consumption trends are also important points in the success of a brand. The advancement of e-commerce and the digital age allows easy access to consumers around the world, facilitating inclusion in the market.

Despite the challenges, the opportunities for growth and innovation are great, requiring strategic and adaptable approaches for success in the global marketplace. An example we have of this is the company Natura. In addition to its strong presence in Brazil, the brand has expanded its operations to several countries in Latin America, and more recently in Europe. The brand has gained prominence for its commitment to sustainability, the use of natural ingredients, and social responsibility.

Natura's success in internationalization depends on a combination of factors, such as adaptation to the local market, constant innovation, a solid digital strategy and strategic partnerships. If these variables are well balanced, the brand will be able to not only expand its presence but also consolidate its position as a leader in a highly competitive and ever-changing global market.