The companies and foundation are carrying out an initiative to recycle and reuse OOH material aimed at sustainability and the generation of genuine work in the region.
Natura, the Brazilian multinational in cosmetics and personal hygiene products, which has always been committed to transparency and sustainability in social, environmental, and economic aspects, has joined forces with Latcom, a company specialized in OOH media, whose commitment to sustainability is present in all the company’s processes. From this commitment, Latcom’s Fundación Gestionar Esperanzas was born, with the purpose of actively participating in environmental care, social inclusion, and human and community development for children and families in vulnerable situations.
In this context, Natura and Latcom are joining ‘Una Vuelta +’, a circular economy project that achieves the recycling of OOH advertising campaign materials and generates job opportunities in vulnerable communities in Latin America. Natura promotes this initiative, which aligns well with its brand purpose ‘More beauty, less waste’, by donating the material from its campaigns to then buy it back in its 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 canvases and remnants of analog OOH campaigns, and transform them into an opportunity for social aid.”