Engaging content that tells a character-led story is the future for beauty brands looking to engage better with consumers around sustainability, says Dutch eco video streaming service WaterBear.
Beauty major Natura &Co has partnered with Dutch eco video streaming platform WaterBear to launch a dedicated channel showcasing its environmental and social ambitions worldwide.
This month, the Brazil-based multinational beauty maker shared an update on its Commitment to Life, a corporate social responsibility initiative focused on “some of the world’s most pressing issues” first announced in June 2020.
Natura & Co and L’Oréal are two of the top 10 most inclusive and diverse publicly traded companies worldwide in 2020, according to financial market insights firm Refinitiv.
Natura & Co has finalised its Avon acquisition, creating a global pure-play beauty giant and direct-to-consumer leader – a mega-business it wants to use to fight the climate crisis, champion cruelty-free, female empowerment and local communities.
![Telling stories about the people behind sustainable supply chains and production will be key for beauty - and all industries - moving forward, and bringing these voices to the boardroom will prove even more critical [Getty Images]](https://www.cosmeticsdesign-europe.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/09/15/sustainable-beauty-storytelling-is-the-future-says-eco-video-streaming-platform-waterbear/12823112-1-eng-GB/Sustainable-beauty-storytelling-is-the-future-says-eco-video-streaming-platform-WaterBear.jpg)
![Natura &Co has become a founding member of The WaterBear Network and has a dedicated video channel it will use to create informative and inspiring content about its environmental and social efforts worldwide [Image: Natura &Co/WaterBear]](https://www.cosmeticsdesign-europe.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/headlines/business-financial/natura-co-partners-with-waterbear-for-sustainable-beauty-video-channel/12711420-1-eng-GB/Natura-Co-partners-with-WaterBear-for-sustainable-beauty-video-channel.jpg)
