Brazil's direct selling giant Natura has launched a sub brand for the mass market named SOU. The new personal care brand is said to combine an emphasis on sustainability with everyday personal care products at accessible price points.
The launch of SOU is a major move for Natura, which has traditionally sold products at higher price points. The new brand is expected to bring about further efficiency in its production chain, according to the brand.
A key point of difference for products in the SOU line is the use of raw materials from renewable sources. All of the products are dye-free and feature quality fragrances. Its focus on sustainability also translates to packaging – Natura claims SOU packaging will use 75% less plastic compared with conventional personal care packaging.
The brand launches in July, priced between $3.38 for liquid soap to $5.35 for moisturiser. This will be followed by the launch of hair care in September.