Natura taps WPP for marketing model to simplify Latin American operations
This milestone represents the first time Natura has brought its creative, media, and production disciplines for both brands under one strategic partner, a pivotal move in its broader strategy to streamline and integrate marketing operations throughout Latin America.
USA – WPP has unveiled a new dedicated communication and strategy operation built exclusively for Natura, Latin America’s leading Beauty and Personal Care (BPC) company.
The decision followed an intense six-month competitive pitch process, and the newly formed WPP team will deliver brand consistency, operational agility, and advanced data intelligence across Natura’s Latin American markets.
The integrated ecosystem combines Natura, honoured as the world’s most sustainable brand at the 2025 Brand Blueprint Awards by Kantar, with Avon, which was recently relaunched as a Femtech brand centred on innovation and agility for modern women. With complementary product portfolios, both brands depend on sales models that merge personalization with scalable reach.
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.”
Tatiana“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.”
The new operation unites multiple WPP agencies under the leadership of VML and WPP Media, merging creative capabilities, media planning and buying, and regional content production, all powered by WPP Open, the company’s agentic marketing platform.
This creates a data-driven operation engineered for scale, establishing a direct link between branding, performance, and data intelligence to deliver tangible business growth.
The approach mirrors dedicated operations WPP already manages globally for major advertisers, customized to fit Natura’s specific context and ambitions for Latin America.
The transition to this new operational model will roll out in phases throughout the second quarter of 2026, with the operation headquartered at the WPP Campus in São Paulo to connect Latin America’s key markets.
Meanwhile, WPP was recently appointed by Henkel as the global creative lead for its premier household and beauty brands, positioning the agency as a trusted growth partner for the world’s leading brands.
This strategic move effectively transitions Henkel’s flagship brands away from a fragmented, multi-agency arrangement toward a tightly integrated, full-service model centred on WPP.
The agency will assume a consolidated global creative and production mandate for Henkel Consumer Brands, encompassing iconic names such as Persil for laundry, as well as Schwarzkopf and Syoss for hair care.
The scope extends far beyond traditional big-idea campaigns to include end-to-end creative services, production capabilities, and marketing-technology support across all key markets, effectively establishing WPP as the strategic backbone of Henkel’s external creative operations.
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