Paris Welcomes La Maison Natura PARIS — Natura is blooming in Paris.
The Brazilian beauty brand opened its first boutique here in April. The store, located on the city’s Left Bank, serves as a test for Natura, which is sold door-to-door in Argentina, Bolivia, Brazil, Chile and Peru.
The boutique, dubbed La Maison Natura, is a veritable dream come true for founder and president Luiz Seabra.
“It is through our dreams that we establish visions in our life,” he told French journalists during a presentation in Paris earlier this year.
As reported, the firm raised 768.2 million reais, or $304.4 million at current exchange, last year when it went public. Natura generated sales of 2.54 billion reais, or $1 billion, in 2004.
The boutique is a departure from Natura’s traditional door-to-door sales strategy, which relies on 400,000 consultants to push its numerous brands, including Ekos, Chronos, Mamae e Bebe and Unica.
“The store explains physically what we want to be,” said Joel Ponte, managing director of Natura Europe. He added that France, often regarded as one of the world’s most competitive beauty markets, is a prime launching pad.
“We will have a strong impact if we manage to pass on our message in France,” he said.
Sources estimate the store could generate 700,000 euros to 1 million euros, or $903,000 to $1.3 million, at retail in its first year.
In addition to the brick-and-mortar presence in France, Natura also has an e-tail site. To spread the word about the brand, Natura is recruiting “ambassadors” — people attracted to the brand by word of mouth who will, in turn, be taught about the Natura concept and tell their friends and family about it. The ambassadors will also learn about the Ekos brand, the first of Natura’s product lines to be introduced in France. The 72-unit collection comprises bath, body, hair and fragrance items based on ingredients culled from Brazil’s natural resources in a sustainable and ethical way, according to Natura. Prices range from 7 euros, or $9, for a 300-ml. bottle of shower gel, to 9 euros, or $12, for a 15-ml. lip balm, to 28 euros, or $36, for a 400-ml. fragranced splash.Designed by Brazilian architect Arthur Casas, La Maison Natura was created to resemble a Brazilian home. Its ground floor, which measures 861 square feet, features a texture bar set on a large stone slab where products can be touched and tested. Ponte noted the importance of such a display as the products are not skin-type specific.
“You trust your senses to choose,” he explained.
Natura’s brightly lit, two-level store is designed to maximize the sensorial experience. On both floors, display tables hold fragrant bowls of grains, flowers, herbs and other raw ingredients used in the brand’s aromatic products, showcased along the rows of shelves lining every wall. Soaps, shampoos, lip balms and other hair, body and face items are arranged by scent and color rather than by function. Each comes with a tester inviting customers to see, smell and touch every product. Hand and foot massages are on offer, as will exotic fruit drinks. The 1,292-square-foot first floor also sells CDs by a variety of Brazilian artists.
The store will host conferences and exhibitions focusing on the environment and Brazil’s natural resources. There will also be events for children, and DJs will be invited to play Brazilian music. — Brid Costello and Jennifer Joan Lee
Maybelline Ad Features Troy Surratt NEW YORK — Troy Surratt, Maybelline New York’s global consulting makeup artist, will be featured in a 30-second TV spot that is scheduled to begin airing today. In the ad, Surratt highlights his partnership with the mass beauty brand, focusing on how he uses Maybelline’s products in his work as a makeup artist.
The ads feature some of Maybelline’s star products, including Great Lash Mascara, Dream Matte Mousse Foundation and select lip products, as well as several models, including Adriana Lima, Erin Wasson and Ziyi Zhang.
“I’m thrilled for the opportunity to reach so many women in their homes and I hope to become an even more valuable resource to women everywhere,” said Surratt, who began his partnership with the L’Oréal-owned brand in January. Cheryl Vitali, senior vice president of marketing for Maybelline New York- Garnier, said that Surratt is a natural fit to represent the brand on-screen. “He understands women from all over the world and not just celebrities, real women,” said Vitali. “He enhances the individual beauty of each woman he works with.” — Bryn Kenny
There'll be no rest for those headed to Europe for men's, as Paris just closed the gap with Milan. According to a provisional calendar released by the Chambre Syndicale, Paris Men's Week will now open a day earlier on January 16. See new highlights on the official lineup on WWD.com. #wwdnews #wwdfashion (📷: @kukukuba)
BREAKING: Jonathan Saunders is leaving @DVF. The designer has resigned from his position as chief creative officer of Diane von Furstenberg, the company said in a statement on Friday. At the time of his hire, von Furstenberg said Saunders’ arrival symbolized and facilitated her stepping back from the day-to-day duties that occupy the work of a full-time creative director. The British designer joined DVF in May 2016 and was in charge of all product categories. #wwdnews
For @versace_official’s spring ad campaign, the brand emphasized the archival prints from the spring tribute collection dedicated to the late Gianni Versace. Closing out the show were five of Gianni’s favorite models: Cindy, Naomi, Carla, Helena, and Claudia. Bowing on December 18, the new campaign is yet another tribute to supermodel-dom as the images by Steven Meisel are fronted by @iamnaomicampbell, @cturlington, @gisele and more. #wwdfashion
Four-time Oscar-nominated actress Annette Bening has been waiting 20 years to play Gloria Graham in "Film Stars Don't Die in Liverpool," which will be released on December 29. The movie about Graham – a Hollywood star known for her controversial relationship with a younger Englishman named Peter Turner – is based off a memoir Turned wrote. "She felt vulnerable to him, because she loved him, she really did love him. And anyone that we really truly are in love with, we re vulnerable to in a very deep way," said Bening. Read our full interview with the modern icon of an actress on WWD.com. #wwdeye (📷: @ninebagatelles; Styled by @cristinaehrlich)
The crisp white button down: a staple that can be dressed up or down and accessorized throughout the decades. Here, on a Art Basel-goer in 2017 on the left and on the iconic Audrey Hepburn in “Roman Holiday” in 1953 on the right. #tbt #wwdfashion (📷: Andrew Morales)
Known for her work with @victoriassecret, 25-year-old model @georgiafowler is raising her profile in Hollywood. Fowler stars in @vincecamuto’s holiday campaign, which launched in partnership with “Pitch Perfect 3.” “Almost every shoot with Vince Camuto, I’ve had to face a fear…It was definitely a challenge. I’m so grateful for it, though. I’ve always wanted to be a pop star, so that was the perfect chance,” Fowler said. Head to WWD.com to read about Fowler’s experience modeling, including at the #VSFashionShow, and her relationship with Nick Jonas. #wwdeye (📷: @jilliansollazzo)
EXCLUSIVE: Huda Kattan just became the first beauty influencer to land a major beauty deal. Kattan's business, @hudabeauty, has received a minority investment from private equity firm TSG Consumer Partners. The brand, which industry sources say is on track to do $200 million in retail sales for 2017, will receive support on product, retail and geographic expansion through the deal. Get all the details on the deal and read @_a_collins' interview with Kattan on WWD.com. Link in bio. (📷: @jgreenery) #wwdbeauty #wwdnews
Peruvian model @juanaburga_official – who is known for walking the runways of @rodarte, @viviennewestwood and @torybuch – is making the move to the big screen with drama “Los Últimos.” The film premiered in Argentina in November and arrives in the U.S. and Europe in 2018. On making the switch from modeling to acting, Burga told WWD: “It’s a completely different thing – a lot of people think it’s similar or try to connect things, especially like getting used to the camera or being looked at all the time or playing these different characrers, but film is a completely different story.” #wwdeye (📷: @jgreenery)
London’s newly opened @designmuseum will look back on the life and work of Azzedine Alaïa in a show that the designer helped to curate before he died of heart failure last month. The retrospective, which Alaïa had worked on with Mark Wilson, chief curator of the @groningermuseum, will look at the impact of his work worldwide. The show, “Azzedine Alaïa: The Couturier,” will run from May 10 to October 7. Read more about the exhibit on WWD.com #wwdnews #wwdfashion (📷: @zefashioninsider)