MERCADEO Versión en español
NATURA and Planta – a creative match based on sustainability
Liz Unamo| 14 de febrero de 2023
Face to Face Webinar 14 Febrero
For the past three years, NATURA and the Planta agency have worked on the creativity of their projects with the emphasis on sustainability, so that the consumer can join in that worthy experience. For both companies, sustainability forms part of their DNA and purpose in life, so “they are matching teams.” Speaking on that subject were Paola Nimo, sustainability manager for NATURA, and Gigi Gutierrez, executive creative director of Planta on the FIAP Face to Face Webinar. In NATURA, a Brazilian company founded in 1969 and born of a passion for cosmetics and relationships, sustainability was not an option but rather a way of doing business. “For that reason NATURA views the business as sustainable, as something with a great trajectory,” said Paola Nimo, sustainability manager for NATURA. When they talk about “sustainability” they’re referring to complex subjects like putting together economic, social and environmental plans. In their search for a partner that shared the same principles they came upon the Planta creative agency. “It was like a match. It was people who could understand us, who it wasn’t necessary to teach but that added their own value and could make a concrete pitch of the value we offer through our products. The great challenge was being able to communicate their worth.” Planta is an agency that seeks to create a more aware consumer. “Planta and NATURA are a match of teams that understand that there will always by complexities when it’s time to turn a product’s presentation around. Both parties have a final challenge, which is consumer awareness, understanding that sustainability is a must,” said Gigi Gutierrez, executive creative director at Planta. Download sustainability guidelines here. See the complete interview here.
