Avon and Natura implement strategic brand updates in Brazil

Major Brazilian beauty brands Avon and Natura are implementing strategic rebrandings to capture evolving consumer trends.

Avon has updated its Aqua Vibe body splash line with a new visual identity and spray applicators. This move follows a significant market shift in Brazil, where the body splash category saw a 154% revenue increase, reaching R$35 million according to Circana. The reorganized portfolio includes a new 250 ml option to increase consumer practicality.

Natura is relaunching its Faces makeup line to target Generation Z. The update focuses on self-expression and social media trends, featuring products like the 'Gloss Chaveiro,' designed to function as a bag accessory. The revamped collection includes lipsticks, blushes, and mascaras with contemporary packaging. Natura plans to showcase the new line at Rock in Rio 2026.