Employing User Generated Content to better connect customers to sustainable living practices and promote natural cosmetic products

Natura is a sustainable beauty brand and the top Cosmetics manufacturer in Brazil. Learn how they collected 310K User Generated images and videos in order to achieve an interaction rate of 3.93% within their online store. 

Numbers

The Story

Founded more than 50 years ago, Natura is a major beauty brand born from a passion for cosmetics and human relationships. Sustainability being one of their top commitments, they also hold the philosophy “bem estar bem” or “well-being-well,” meaning that if you feel well within yourself, you can positively affect the world around you, including the natural one. 

Natura continues to strive for a brand image centred around sustainability and wellbeing, inspiring their customers to lead a similarly healthy lifestyle. With the wellbeing of their customers at the heart of their brand, it has become imperative to find better ways to strengthen their relationship with their audience. 

“In Europe, Natura brand is still in the process of constructing its awareness and brand image, that is why it is so important for us to have local UGC, to show our European consumers that many other people from Europe, and not only Latin America, already use our products and love them.” 

Marlène Louapre, Head of Marketing and Communication at Natura in Europe

Challenge

Natura noticed that they were missing an opportunity to better connect with, and inspire their audience in the ever-evolving digital savvy world we live in today. An interest in sustainable living has become increasingly prevalent amongst consumers, so Natura needed to find the perfect solution to allow them to better  connect with this expanding sustainably conscious audience. 

Natura deeply values human relationships , and this focus is reflected in every aspect of the brand, including their cosmetic products. It is only natural then that building stronger, interactive relationships with environmentally conscious consumers is one of their top priorities. 

Looking to stand out as an innovative sustainable brand in the highly saturated cosmetics space, Natura discovered User Generated Content, which allows them to put their customers at the heart of their brand and prioritize them within their own online buying journey.

“It is so important for us to have User Generated Content and share it with our community: it is a symbol of these human relationships that we cherish. We love our community to share real, authentic usage shots, and what we like most is when our consumers share the result on their hair, on their repaired skin. We really trust in the superior quality of our products, but this has much more impact when the consumers themselves speak it out, spontaneously.”

Marlène Louapre, Head of Marketing and Communication at Natura in Europe

Solution

“Before using Flowbox, we already had some UGC, but we didn’t know how to use it and monitor it. So basically we always lost it. Now, it is much easier for us to sort through it and make the best out of it. For a Cosmetics brand, aesthetics are particularly important, this is why we believe that these beautiful and real, not retouched, images, are especially useful for cosmetics brands.”

Marlène Louapre, Head of Marketing and Communication at Natura in Europe

Using Flowbox’s platform the brand has been able to collect reems of User Generated Content, from which like-minded consumers can share their own experiences with Natura’s products. They have prioritized the customer’s voice that projects their own beliefs about sustainability and well-being, connecting on a common ground with their audience. When other potential customers see the happy faces serviced by Natura, they also want to experience the sense of well-being that Natura provides and to be a part of this group of consumers that are advocating for a healthier earth. 

Additionally, setting up a ‘Testers club’, where the brand invites their consumers to try their products and give feedback, has helped the brand to actively engage with their audience while simultaneously building product confidence and brand loyalty. 

Providing customers with a gateway to user content proves that Natura values the consumer’s voice, which ultimately boosts trust in their brand. The ability to show their customers how their full range of products works by demonstrating their  effects on a diverse array of real people prior to purchase is especially valuable for a cosmetics brand.

UGC provides authentic and beautiful content, ideal for showcasing the health benefits of cosmetic products on real, fallible people, which gives consumers the social proof needed to convert them. 

To obtain these benefits Flowbox collected 310K User Generated Images and Videos and integrated them into Natura’s eCommerce, achieving a growing 3.93% interaction rate. 

“For Natura in Europe, UGC is a proof of our proximity to our consumers. Two years ago we created a Testers club. This is a direct generator of UGC, but also our guarantee that the UGC posted is real, authentic, regular and numerous. When consumers speak to other consumers about their own positive experience, it has a stronger influence on consumers than when a brand does it.” 

Marlène Louapre, Head of Marketing and Communication at Natura in Europe

Results