Since its foundation in 1969, Natura has relied on relationships as a differential in its business model. Recognized also for its business practices and attitudes, the company brings the same care and rigor to its relationship with partners that it has in its production.
To offer consumers products that feature cutting-edge technologies, the company makes significant investments in research and development and, in addition, has around 200 partners actively working on innovation projects. “Partnerships are fundamentally important for Natura,” explains Daniela Diogenes, Open Innovation Manager. According to her, the decision to work openly and collaboratively with a network of external partners stems from Natura's need to constantly innovate, developing new technologies, better products, and new businesses. Despite having a robust research and development structure in Cajamar (SP), 60% of projects are carried out with external partners, with complementary skills to those of internal researchers, leveraging scientific and technological advances to meet the demands of the cosmetics market.
Management of Partnerships
To ensure good interaction with the external development and innovation network, the company has structured itself internally through two initiatives. The first, the Partnership Orientation Team (TOP), brings together people from different areas of Natura to provide technical and strategic support for partnerships. As the main support tool for innovation partnerships, TOP was created to expedite internal discussions, promoting multidisciplinary interaction that allows for the visualization of partnership challenges and, consequently, the development of more effective strategies to overcome these challenges. This structure enables the selection of the best paths and the minimization of risks, both for the partner and for Natura.
“We have organized ourselves internally to assist our researchers in establishing partnerships, providing discussions on possible models to be adopted, strategies for using results, and other necessary tools for formalizing interactions. At the same time, we bring the partner's perspective inside. We use all the information we have to propose paths that generate value for both sides, both for the partners and for Natura,” emphasizes Daniela.
In addition, the company developed a tool to manage its innovation partner network, the i QLICAR. This tool is part of a broader and corporate program called QLICAR, which involves evaluating indicators in the following pillars: quality, logistics, innovation, competitiveness, environmental and social aspects, and relationships. The i QLICAR emerged from the need to focus on innovation partners. “We understand that we need to better know our partner network and we have a dedicated program for that,” evaluates Daniela.
Through it, it is possible to know in which actions each partner is involved with Natura's innovation area and what their contribution history has been over the years. This systematization helps build the relationship history of partners with Natura and can assist in identifying former partners for new demands.
The main objectives of the program are: (I) To give visibility to the network of partners involved in Natura's Innovation Process; (II) To monitor the performance and contribution of the network in this Process; (III) To recognize the contribution of this network for the innovation results achieved; (IV) To create development actions focused on innovation; and (V) To strengthen relationships by generating mutual knowledge.
Recognition
In 2014, 135 partners were evaluated in iQLICAR, taking into account their overall performance and the relevance of their contributions to Natura's innovation. See below the three companies that were recognized:
Technology Partner: UEBT (Union for Ethical Biotrade)
Recognized for its work in the Verification and Monitoring System for Suppliers of Biodiversity Products. Learn more at: http://bit.ly/1InzKEn
Product Partner: COSMOTEC
Recognized for its contributions to the launch of new products in the hair and face categories.
Cosmetic Performance: KOSMOSCIENCE
Recognized for its outstanding performance in quality and relationship aspects, in proving the cosmetic performance of our products.
