Natura to boost revenues by investing in Avon brand and digital transformation

Brazilian cosmetics firm Natura expects to boost revenues by investing in brand and digital capabilities after sealing a deal to merge with Avon Products and control 76% of the new company, executives said on Thursday.

“As it comes to digital transformation, our approach is similar to the one Avon has been following, and we also share the same optimism about the brand,” Natura’s Chief Executive, João Paulo Ferreira, said in a call with analysts to discuss the merger. 

Brazil’s Natura said on Wednesday it has finalised an agreement to buy U.S. cosmetics competitor Avon Products, making it the world’s fourth-largest cosmetics company.