It happens in all corporations: when faced with strategic situations that entail risks and big financial impacts, decision makers freeze.
When Natura decided to expand its line of products and offer options to the smart consumer (i.e. interested in a more reasonable equation between price and benefits), it had to decide between buying a new company or transforming one of its brands.
In a Mesa, the company's main decision makers (including co-founder and board president Pedro Passos and the current president João Paulo Ferreira) chose to relaunch a brand, but do so in new corporate format, starting a new autonomous business unit. An initiative to start competing with smart beauty startups, a real threat to the cosmetic industry giants.
In February 2017, Natura relaunched its Faces line in the market.
We need to align the scope of project S* amongst the main strategic players within the company. And write the press-release that will communicate to the market in Latam the launch of a new brand from Natura.