Natura 1. How are these cultural factors demonstrated in Natura’s marketing in Brazil?
Brazil is a culture that is based off of several different factors, looking at and using Hofstede’s five dimensions the Brazilian culture shows how Natura has developed it’s marketing to the culture. The Brazilian culture respects hierarchy and inequalities are acceptable among different people and Natura used this acceptable differences between people and women to create their culture of natural beauty that is not defined by models but by the differences and increasing the self-esteem of women. The strong sense of responsibility to one’s family and the group led Natura to take on the culture of long-term relationships with its direct sales force and cultivate a better relationship between Natura’s customers and the company. Also, the Brazilian culture is long-term oriented and this is why Natura is driven to look at the long-term success of the company in markets that they aren’t necessarily making a short-term profit. A good example of this would be when Argentina devalued their currency in 2001, Natura took the long-term approach and didn’t raise their prices and decided to cultivate its relationship with their customers and reduce costs and improve efficiencies instead of looking for the short-term profits.

2. Natura is considering entry into the US market. Considering cultural characteristics, what elements of marketing do you think they could standardize from their Brazilian marketing? What elements do you think they would need to change? How would you do this and why?
Natura has several pieces of its marketing campaign that it could standardize in America: It’s focus on the “Truly Beautiful Woman” which is playing a large part in the beauty industry in the United States in recent years; also the large sustainability focus of the company and the “all natural”