With Avon Deal, Natura Aims to Break Into Top 5 Beauty Companies

Natura Cosméticos SA’s acquisition of Avon Products Inc. puts it on a path to become one of the world’s largest beauty companies. The companies said Thursday the combined businesses would have generated about $9.3 billion in net sales for 2018, which would make it the fourth-largest pure-play beauty company in the world, behind L’Oréal SA, the Estée Lauder Cos. Inc. and Shiseido Co. By dollar figure, according to the WWD Beauty Inc Top 100 report, the combined Natura-Avon business would have been the sixth-largest beauty operation in 2018, behind Shiseido but ahead of Coty Inc. The Beauty Inc figures count beauty sales from Unilever, which ranked second in the world in terms of beauty sales with $22.39 billion, and Procter & Gamble Co., which ranked fourth with $13.2 billion in beauty sales. Natura’s calculation does not include Unilever or Procter & Gamble. According to Natura’s cofounder Antônio Luiz Da Cunha Seabra, the deal is not simply about ascending through the beauty ranks. “It’s not about being bigger or smaller than Shiseido or any of the companies, that’s not what’s driving us,” he said in an interview. “It’s about the impact, having a bigger voice on the things we believe, and having the opportunity

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from WWDWWD http://bit.ly/2M6AGtA