‘Compelling content that inspires’: Natura &Co launches video channel on eco streaming service WaterBear

As one of the first major brands to team up with streaming service, alongside photography major Nikon Europe, the collaboration sees Natura &Co become a founding member of The WaterBear Network.

Launched today, Natura &Co’s dedicated channel on WaterBear would see it to distribute “inspiring content”​ around the company’s key objectives under its ‘Commitment to Life’ 2030 vision​. The Avon and Body Shop owner planned to outline goals related to how it wanted to address the climate crisis and protect the Amazon; defend human rights; and embrace circularity​ and regeneration worldwide.

‘Brand-led storytelling’ to inspire sustainable change​

Sam Sutaria, head of strategy at WaterBear, said: “We are thrilled to be forming an innovative impact-led partnership with Natura &Co. With this partnership, we bring together a new form of brand-led storytelling, technology and, most importantly, direct action to support Natura &Co’s global goals.”​

“As a founding member of the network, Natura &Co will be integrated into the WaterBear ecosystem and involved in our key activations in the leadup to COP26 and beyond. We could not think of a better partner to have as a cornerstone of our growing coalition of brand partners,”​ Sutaria said. 

WaterBear planned to continue striking up industry partnerships in the future – with SMEs and larger corporations – to continue its long-term goal of equipping its audience with the content and tools required to take sustainable action and make a change. The platform had already showcased a series of award-winning documentaries and original content inspired by the United Nations Sustainable Development Goals (SDGs), all accessible for free and on-demand worldwide via its app and web platform.

Redefining the ‘concept of citizenship’​

Marcelo Behar, VP of sustainability and group affairs at Natura &Co, said the partnership with WaterBear would enable the beauty major to communicate its 2030 sustainability vision more widely.

“To make it a reality, we must connect our consultants and representatives, colleagues, communities, and clients with innovative partners and creative minds across the globe,” ​Behar said.​

“The challenges ahead will redefine our concept of citizenship. That’s why we are delighted to embark on this journey with WaterBear, whose team understands that to touch the hearts and minds of citizens we must engage them with compelling content that inspires everyone to take action,”​ he said.

Last year, Natura &Co ranked as one of the most ‘inclusive and diverse’ beauty companies in the world​ alongside L’Oréal, according to a report compiled by financial market insights firm Refinitiv.