Notícias
Natura compra Avon e se torna 4ª maior empresa do segmento de beleza
A empresa já havia adquiridos as marcas internacionais Aesop, em 2013, e The Body Shop, em 2017
A Natura confirmou a aquisição da Avon em uma operação de troca de ações. Combinadas, as duas empresas formam o quarto maior grupo exclusivo de beleza no mundo, informaram em comunicado nesta quarta-feira (22).
Com a aquisição, a Natura passa a ter faturamento anual de US$ 10 bilhões (cerca de R$ 4 bilhões), mais de 40 mil colaboradores e presença em cem países.
A companhia espera que a combinação dos negócios resulte em sinergias estimadas entre US$ 150 milhões e US$ 250 milhões anuais que serão parcialmente reinvestidos na companhia para aumentar sua participação nos canais digitais e mídias sociais, em pesquisa e desenvolvimento, iniciativas de marca e expansão da presença geográfica do grupo.Segundo disse em nota para a imprensa Roberto Marques, presidente executivo do Conselho da Natura, a aquisição significa um passo para construir um grupo global e multimarcas. “Juntos, aprimoraremos nossas crescentes capacidades digitais, nossa rede social de Consultoras e Representantes e alavancaremos nossa presença global de lojas e marcas diferenciadas, conectando e influenciando milhões de consumidores com diferentes perfis diariamente, tornando nosso grupo único.”
Mirando essa internacionalização, a Natura já havia adquiridos as marcas internacionais Aesop, em 2013, e The Body Shop, em 2017. Segundo dados da consultoria Euromonitor, a Natura é a maior empresa em participação de seu segmento de mercado no Brasil, com 11,9% das vendas do setor de beleza e cuidados pessoais. A Avon ocupa a 7ª posição, com 4,7% das vendas.
Globalmente, Natura tem 1,4% do mercado e Avon 1,2%, informa a consultoria.
Segundo a Euromonitorem termos de participação de mercado, o setor é liderado pela francesa L’Oréal, seguida pela Procter & Gamble e pela Unilever.
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