WPP unifies Natura and Avon Communications in Latin America with a new dedicated operation
WPP today announces the creation of a dedicated communication and strategy operation designed exclusively for Natura, a leader in Beauty and Personal Care (BPC) in Latin America. This marks the first time Natura has consolidated its creative, media and production disciplines for both its brands under the management of a single strategic partner – a decisive step within a strategy to simplify and integrate its marketing operations in Latin America.
This move is the result of a competitive 6-month pitch process, and the new dedicated WPP team will ensure brand consistency, agility and data intelligence across Latin American markets for Natura.
The ecosystem brings together Natura – named the world's most sustainable brand at the Brand Blueprint Awards 2025 (Kantar) – and Avon, recently relaunched as a Femtech focused on innovation and agility for the contemporary woman. With complementary portfolios, both brands require sales models that combine personalisation and scale.
The new operation will bring together numerous WPP agencies, led by VML and WPP Media, integrating creative capabilities, media planning and buying, and regional content production, all connected by WPP's agentic marketing platform, WPP Open. The result is a data-driven operation built for scale, with a direct connection between branding, performance and data intelligence, designed to generate real business growth. This approach is consistent with dedicated operations WPP already runs globally for some of the world's largest advertisers, adapted to Natura's reality and ambition for Latin America.
Tatiana Ponce, CMO and Head of Innovation at Natura and Avon, said: "The consolidation of our operations with WPP marks a decisive step in our journey of simplification and integration in the region. We understand that integrated communication is one of the main drivers to strengthen the value of our brands and generate sustainable business results. This model allows us to approach communication holistically, combining the power of human relationships with data intelligence to be more precise and impactful than ever before.”
Stefano Zunino, CEO of WPP, Brazil, said: “We are uniting the creative and strategic forces of our agencies under a single structure, with technology and data serving ideas that drive business results. WPP's scale allows us to amplify the unique power of each brand with the speed and precision that today's beauty market demands. This partnership exemplifies WPP's evolution as a simpler, more connected company, built to be the trusted growth partner for the world’s leading brands.”
Rafael Pitanguy, Deputy Global Chief Creative Officer of VML, added: "Natura and Avon are two of Latin America's most culturally rich brands, built on real human relationships, rooted in communities and driven by purpose. This is an extraordinary creative territory. With this new structure, we are bringing together some of the best creative minds from our agencies into a single team with a common obsession: to transform the intimacy and authenticity of these brands into ideas that resonate throughout the region.”
The transition to the new model will occur in phases throughout the second quarter of 2026. The operation will be headquartered at the WPP Campus in São Paulo, connecting the main markets of Latin America.
Further information
WPP Communicationspress@wpp.com
Natura
InPress Porter Novelli - natura@inpresspni.com.br
About WPP
WPP is the trusted growth partner for the world's leading brands. We bring together cutting-edge media intelligence and trusted data solutions, world-class creativity, next-generation production, transformative enterprise solutions, and specialist strategic consulting into a single company – powered by exceptional talent and our agentic marketing platform, WPP Open – to help our clients navigate change, seize opportunities, and deliver transformative growth. For more information, visit WPP.com.
About Natura
Founded in 1969, Natura is a Brazilian multinational company and a leader in beauty and personal care in Latin America. For 11 consecutive years, it has been recognized as the company with the best reputation in Brazil and the most responsible in ESG according to the Merco ranking. For over 25 years, through its relationships with extractive communities in the Amazon, Natura has pioneered the cosmetic use of bioactives from Brazilian socio-biodiversity. Today, this work generates benefits for thousands of families and helps conserve 2.2 million hectares of forest. In 2014, Natura became the first publicly traded company to receive B Corp certification from B Lab, an organization that globally recognizes businesses combining profit generation with positive social and environmental impact. With operations in 14 countries in Latin America, the brand's products can be purchased through more than 3 million consultants in the region, via e-commerce, the Natura app, or in over a thousand stores. For more information, visit www.natura.com.br or access the company's profiles on social media: LinkedIn, Facebook, and Instagram.