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20 // products and concepts

products and concepts // 21

climate change

Natura reduces ghg emissions by a third In 2006, Natura generated the equivalent of 4.18 kg de CO2 for each kilogram of product invoiced. By 2013, this rate had been reduced by 33.2%, reaching 2.79 kg of CO2e/kilogram of product invoiced. With this reduction, the company honored the commitment assumed in 2007 to reduce its carbon emissions by one third throughout the product life cycle – from the extraction of raw materials through the disposal of packaging by consumers.

Relative CO2 emissions (kg of CO2e/kg of product invoiced)

This is an example of how an environmental challenge may be overcome when it is incorporated into a company’s strategic planning and decision making processes. The challenge of reducing emissions led to a series of innovations and generated a great deal of learning for Natura. Launched in 2007 as a framework for reduction initiatives, the Carbon Neutral program led to the creation of a management system for every stage in the product development, manufacture and commercialization process. “When we assumed this commitment, unheard of in Brazil, we initiated a transformation in business management. We conducted an emissions inventory throughout the value chain, working with the people involved at every stage and with suppliers, the aim being to identify potential reductions”, says Sustainability director Denise Alves. From 2010, product development was aided by the introduction of a carbon calculator, which provides an excellent example of how the challenge of reducing emissions can generate innovation. The Sou sub-brand launched in 2013 generates significant sales volume and represents Natura’s lowest relative carbon emissions.

learning curve Main emissions reduction innovations



Emissions in the value chain (%) Extraction and transportation of raw materials and packaging (process and transportation to direct suppliers)

Direct suppliers (process and transportation to Natura)



Industrial and internal process











Revision of relative emissions reduction target from 2011 to 2013. Launch of Less Carbon, More Productivity program. Carbon calculator helps managers to estimate emissions before producing new product. New guideline: launch decisions should prioritize lower or similar impact to equivalent products.



-15.1% New target set: 10% reduction in absolute emissions from 2008 to 2012. Construction of methodology to identify each product’s carbon footprint. Reduction in energy use with generators at Cajamar (São Paulo).


Product sales (transportation and distribution)

-8.6% Natura becomes carbon neutral by offsetting all emissions that cannot be avoided in the production process through the purchase of carbon credits. Increase in use of organic alcohol in formulations. Incentives for maritime product transportation. Stimulus to use ethanol in company sales force vehicle fleet. Optimization of packaging and increased use of recycled materials.


“Natura is an example of how it is possible to produce at scale while controlling CO2 emissions, based on investment in alternatives that reduce carbon footprint and add value in sustainable production chains. We hope the company continues on this course”, states André Nahur, interim coordinator of WWF-Brazil’s Climate Change Program.

-3.9% Carbon Neutral program, based on a complete plan, with three action fronts: inventory, reduction and compensation, involving the complete production chain. Commitment to reduce relative emissions by 33% by 2011. Introduction of organic alcohol in perfumery.


Relaunch of Ekos line with reformulation of cartons and packs to reduce environmental impact. GHG emissions from the line were reduced by 45% compared with previous years. Creation of method for valuation of environmental impacts in the company’s supply chain. Reduction of number of pages and change in format of Natura magazine.

Use of smaller boxes to optimize deliveries to NCs. Substitution of LPG with ethanol in Cajamar boiler. Consolidation of revision of logistics network, with expansion of distribution centers in Brazil and increase in overseas production, reducing international product transportation.

7.8% Product use and packaging disposal


Replacement of diesel powered boiler with biomass model at Benevides (Pará).


Launch of Sou line of skin and hair products with reduction of up to 60% in GHG emissions. Relaunch of Aquarela make up line, with reformulated pack. Use of ethanol-powered buses for employee transportation at Cajamar (São Paulo). Operation of first two ethanol-powered truck trailers in Latin America. Beginning of tests with electric vehicles, including cars, tricycles and bicycles, for logistics.

Natura Report 2013  
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