Natura &Co Q12020: strong digital ramp up sends sales up 1.9 percent despite COVID-19 closures

Natura &Co Q12020: strong digital ramp up sends sales up 1.9 percent despite COVID-19 closures

THE WHAT? Natura &Co has reported its results for the first quarter of fiscal 2020. The South American owner of Avon and The Body Shop saw revenue inch up 1.9 percent (-6.2 at constant currency) to R$7.5 billion despite closures caused by the COVID-19 outbreak.

THE DETAILS The owner of Aesop said that it experienced an increase in digital sales across all brands and group e-commerce accelerated significantly since mid-March when sweeping lockdowns were introduced.

Performance of individual brands was mixed with Natura &Co Latam reporting a revenue rise of 2.4 percent in BRL, while Avon International saw a decline of 2.4 percent, The Body Shop enjoyed a modest 2.6 percent increase in net revenue while Aesop saw growth in the high double digits (26.6 percent).

Ecommerce sales have accelerated nearly 250 percent in recent weeks versus the prior year, with The Body Shop and Aesop leading the charge.

THE WHY? CEO Roberto Marques said that the GVC (great virus crisis) had shown Natura &Cos resilience and that digital sales as well as social selling have helped mitigate losses caused by store closures and social distancing measures.

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