Natura, the Brazilian multinational in cosmetics and personal care products, has been committed to transparency and sustainability in social, environmental, and economic aspects since its creation. The company now joins Latcom, a company specialized in OOH media, whose commitment to sustainability is present in all its processes. From this commitment, Latcom created the Gestionar Esperanzas Foundation, whose purpose is to actively participate in the care of the environment, social inclusion, and human and community development of children and families in vulnerable situations.
In this context, Natura and Latcom join ‘Una vuelta+’, a circular economy project that generates job opportunities for vulnerable communities in Latin America through the recycling of material from OOH advertising campaigns.
Natura promotes this initiative, which is well aligned with its brand purpose of ‘More Beauty, Less Waste’, by donating the material from its campaigns and then buying it in new versions: bags, backpacks, and toiletry bags.
“At Natura, we are always looking for innovative ways to generate positive impact on people and the environment. Thanks to the ‘Una vuelta+’ program, we have been able to close the cycle of our advertising materials, reducing our waste and generating work for Peruvian women. This great process has also allowed us to obtain beautiful products made with our own material, which we use as incentives to motivate and mobilize our network to continue building a country with More Beauty and Less Waste,” comments Alexandra Oliva, Reputation and Corporate Communication Manager at Natura &Co.
For her part, Karina Vázquez, Chief Commercial Officer for Latin America and the United States at Latcom, who leads the ‘Una vuelta+’ project, adds: “It is always satisfying to continue achieving results on this path towards equity, inclusion, and environmental care. Specifically, we create value with social and environmental impact, reusing materials to create quality products and generate genuine employment in groups of women in socially vulnerable communities. In this way, we give ‘Una vuelta+’ to the OOH analog campaigns’ banners and leftovers, and transform them into an opportunity for social aid.”