Henkel, Natura sidestep sales slumps during lockdown

Social selling and digital sales major lifesavers during COVID-19.

Natura, the Brazilian cosmetics giant, operates across three major distribution channels – online, direct-selling and bricks-and-mortar stores.

The company owns The Body Shop, Avon and Aesop with sales spanning the mass and prestige beauty categories. 

CEO Roberto Marques credits social selling and digital sales as major lifesavers behind a sales lift of 1.9 per cent during Q1, in spite of store closures and social distancing rules linked to the COVID-19 pandemic.

The multinational enjoyed sales growth across all of its major brands to reach revenues of US$1.28 billion for the period.

E-commerce revenues surged 250 per cent by contrast to the same period in 2019, with The Body Shop and Aesop leading the pack.

The Australian-founded brand delivered phenomenal growth of 26.6 per cent.

Henkel also held its ground during the coronavirus crisis.

Sales dipped by a low 0.8 per cent for Q1 2020 to 4.9 billion euros (US$5.3 billion) for the German manufacturer of Schwarzkopf haircare. 

Overall, the multinational’s laundry and home care business enjoyed a sales increase of 5.3 per cent. 

Beauty and haircare revenues were down by only 2.6 per cent, even though hair and beauty salons were closed in many countries.

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