Natura opens "pop up" store in Sao Paulo
National - 06/04/2012
The Brazilian cosmetics manufacturer Natura, which acts through direct sales, has set up a 'pop up' shop in Shopping Villa Lobos, in São Paulo. The space will work only until July 31. At the site, consumers can experience the Natura line of perfume and buy company's products through Internet via its partner, the website Submarino.
According to the company, this is a temporary marketing actions, which, throughout the year, will also occur in 11 other Brazilian cities. Porto Alegre, Fortaleza, Campo Grande and Cuiabá have had or are having a "pop up" store right now. The expectation of Natura is receiving more than 800,000 people. "In the space, besides knowing well the fragrance portfolio of the brand, the consumer may receive an indication of consultants Natura, near to their home or workplace, to know and acquire other products of the brand ," inform Natura.
In February, Natura opened a "space" concept, on Oscar Freire in Sao Paulo. The address is also temporary and closes the doors on June 30. In addition to offering testing of products, some items can be purchased on site. Questioned in recent days about the possibility of opening retail stores, Natura has denied having such intentions and reaffirms its confidence in the direct sales model.
Source: Ultimo Segundo - 01/06/12