Natura invests in innovation as a bridge to organizational integrity and efficiency

The ever-changing work environment has challenged companies to adopt new service methods, as is the case with Natura. Among the focuses of the cosmetics multinational, which ranks among the top three most transformative brands from the perspective of Brazilian consumers, is innovation, implemented throughout its entire chain – whether through the creation of cosmetics that contribute to the conservation of Brazilian socio-biodiversity, the promotion of socioeconomic development of the Consultant network, or the acceleration of its digitization journey.

Currently, the company has an agility core that supports other areas of the company to develop and work within a collaborative ecosystem. The idea is to make teams experience a faster mindset. With the adoption of the agile framework strategy, the challenge is not only to improve agile methodologies but also to develop a faster mindset among employees while preserving institutional culture. To increase process agility at the tactical and operational layers of agility, in 2021, Natura began partnering with Objective, a Brazilian multinational that provides consulting and software development services with a focus on quality.

Based on an understanding of the company’s needs, the focus of the partnership was to adopt a methodology that aimed not only to evolve the tactical and operational areas but also to reflect results across teams as a whole, including the strategic area. Examples of this include the use of agile maturity dashboards to assess the company’s context – including cultural, organizational, and business aspects – and thus renew the work structure.

Metrics, predictability, and visual management became the main pillars guiding the teams throughout the journey. Natura also noted an improvement in how teams operate with adjustments to the Kanban flow and backlog slicing, leading to optimization in team routines. With these tools, it was also possible to identify hypotheses for the best conduct of activities to be carried out in the coming months.

With the support of Objective and its agile methodologies, Natura now has a greater volume of data to make strategic decisions. In 2022, the goal is to further enhance all the innovation that Natura has with its brand experience, as well as the consolidation of Avon within the Natura &Co group.