Natura & Co partners with environmental platform WaterBear

By Julia Wray | Published: 6-Aug-2021

The Avon owner aims to create ‘compelling content’ to inspire people to take action

Brazilian beauty brand owner Natura & Co has announced a partnership with WaterBear, a streaming platform that facilitates environmental awareness, education and action.

The collaboration will see the B Corp certified-owner of Avon, Natura, The Body Shop and Aesop become a founding member of the WaterBear Network.

Natura & Co will be able to deploy storytelling, advocacy and distribution across the WaterBear platform to raise awareness of the beauty company’s ‘Commitment to Life’ sustainability drive.

It will have a dedicated channel on the WaterBear app and platform, showcasing content around its key objectives including addressing the climate crisis, protecting the Amazon, defending human rights and embracing circularity.

Marcelo Behar, Vice President of Sustainability and Group Affairs at Natura & Co, said: “When we launched our Sustainability Vision for 2030 and called it ‘Commitment to Life’, we shared our plan to address some of the world’s most challenging issues.

“To make it a reality we must connect our consultants and representatives, colleagues, communities, and clients with innovative partners and creative minds across the globe.

“The challenges ahead will redefine our concept of citizenship. That’s why we are delighted to embark on this journey with WaterBear, whose team understands that to touch the hearts and minds of citizens we must engage them with compelling content that inspires everyone to take action.”

“We are thrilled to be forming an innovative impact-led partnership with Natura & Co,” added WaterBear’s Head of Strategy, Sam Sutaria.

“With this partnership, we bring together a new form of brand-led storytelling, technology and, most importantly, direct action to support Natura & Co’s global goals.

“As a founding member of the network, Natura & Co will be integrated into the WaterBear ecosystem and involved in our key activations in the lead up to COP26 and beyond.

“We could not think of a better partner to have as a cornerstone of our growing coalition of brand partners.”

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