Natura director joined the company as a trainee and has been in charge of brand communication for ten years; she also comments on “remarkable change”
Denise Coutinho, Natura’s marketing director, could not be left out of the tribute that PROPMARK pays to ten leading women in the communication market in Brazil, in this Special dedicated to their day, celebrated on the 8th. The brand launched numerous products, had activations and communication campaigns that achieved excellent performance. the case, for example, of the partnership between Natura and Rock in Rio, in 2022.
Our participation was connected to our cause of preservation of the Amazon and, therefore, involved a large campaign, several activations and opportunity to try products, highlighting the brands Ekos, Faces and Fotoequilbrio. We relaunched our PlenaMata platform, encouraged the recycling of plastic cups used at the event and supported the mobilization of participants to sign a bill to keep the Amazon standing, recalls the executive.
According to her, in all, more than 175,000 people participated in the experiences at Cidade do Rock, including the Nave, the Portal and the Pop-Up Store; more than 30 thousand Natura Ekos gifts were distributed; 59 thousand people tried Natura Faces products; and they also took Photobalance sunscreen to 33,000 people.
Another detail was with the Chronos brand, which spoke about ageism, reinforcing the #MinhaIdadeNaoMeDefine movement on social networks, calling on women to remake the pact with their beauty alongside artists such as Andra Beltro and other personalities such as Silvia Ruiz, Quarentamos, Marina Dias , Wladia Goes and Patricia Pontalti.
In July 2022, with the launch of the new fragrance Natura Homem Neo, Natura started the movement #SintaoNovoNaPele, which invited Mano Brown and his family to talk about feelings and how to open up to the new, that is, to care and to be cared for . At the end of last year, the brand launched a Christmas campaign starring Gilberto Gil, his granddaughter Flor Gil and great-granddaughter Sol de Maria, singing a re-recording of the hit Estrela to materialize the act of giving gifts as a symbol of affection, he says.
Another feat under Denise’s management is the partnership with the soap opera Toda as Flores, shown on Globoplay streaming since October 19, 2022. In an unprecedented way and developed by the Galeria.ag agency, the plot inserts the brand into the plot in an organic way, As an important pillar of the narrative, the telenovela features a character inspired by Veronica Kato, the brand’s exclusive perfumer, as well as recordings at the Natura Innovation Center, in Cajamar, one of the largest and most modern in Latin America, he says.
Denise joined Natura in 1997 as a trainee and has been working as a director for ten years. I was global marketing director for Perfumery and Gifts for most of this journey, taking over the directorate of marketing Brazil at Natura, looking at all brands and categories, in May 2022, she says.
In 2023, she turns 50 and, when she graduated, the executive universe was much more masculine. Women were conquering their space at Natura, at suppliers and in the world as a whole, but still not in massive numbers on company boards. Many were entering the market, but in leadership roles, it’s certainly more recent progress, she argues.
Denise also talks about the notable change in the conquest of women in the executive universe, including at Natura, where, according to her, women in leadership dominate the scene. There is still a lot of room and paths to be covered, but today I have the privilege of working at this company that has made changes and given opportunities to women. An emblematic case that I like to highlight is that of Cida Franco, who was the first female director of the sales force, he comments.
For her, there are still companies with few women in leadership positions. As she said, we have gone through such a path of advances, but there is still a lack of achievements, especially in terms of gender equity, there are still women earning less wages and with fewer presences in positions of command in the world, she opines.
