Case Study: Natura achieves a new digital franchise model and unified customer insights with Informatica MDM

Natura Creates New Business Model with Informatica MDM

Natura, the Brazilian multinational leader in cosmetics with 1.7 million consultants and operations across Latin America and Europe, launched Rede Natura to expand sales through digital channels while preserving its person‑to‑person consultant model. The challenge was to scale a new “digital franchisee” model—supporting online consultants, chat and CRM tools—while unifying and integrating consultant and consumer data to gain direct insight into end‑customer behavior.

Natura implemented Informatica MDM with PowerCenter (Advanced and Real‑Time) to consolidate and map consultant and more than 9 million consumer records, forming the data backbone for CRM, digital marketing and mobile chat tools. The result: thousands of daily portal visitors, roughly half of digital consultants newly recruited into Natura’s network, richer customer insights, and a validated model that is now expanding into Chile and other markets.

Natura

Agenor Leão

CIO