Newspaper article The Record (Bergen County, NJ)

Newest Import

Newspaper article The Record (Bergen County, NJ)

Newest Import

Article excerpt

"The core value

of the brand is

to keep the forest standing. The commitment

to sustainability

is a big one."

Adriana Duarte

Retail manager for NaturaBrasil

A Brazilian beauty brand that started life as that country's version of Avon and has grown into a global success story has staked out a corner of Paramus for its first foray into the malls of America.

NaturaBrasil has opened a 750-square-foot store at New Jersey's largest shopping center, Westfield Garden State Plaza, as part of a push to make its brand more of a household name in this country.

The Plaza store is NaturaBrasil's second U.S. location and its first mall store. Its first U.S. store opened in Manhattan, on Elizabeth Street in Nolita, last year. The company has 20 stores worldwide.

NaturaBrasil is seeking to give shoppers an Amazon experience — but not the kind associated with the online retailer of the same name. Rather, the Paramus store celebrates the Amazon river and the biodiversity of the Amazon region of Brazil.

The company sells products made with nuts, seeds and fruits grown in the Amazon, and customers can smell, see and touch the exotic ingredients used in its soaps and lotions.

Using a virtual reality headset in the store, visitors can also take a virtual canoe ride down the Amazon or visit farm families as they harvest acai berries and Brazil nuts.

The store had its "soft" (or unannounced) opening four weeks ago. Tuesday it introduced itself to mall shoppers with a Brazilian "festa," featuring music, food and massages from 6 to 8 p.m.

One of NaturaBrasil's top selling points is that it is an environmentally friendly beauty brand that has helped save some 635,000 acres of Amazon rain forest by working with community farms there to source natural ingredients for its products.

It received a Champions of the Earth award from the United Nations and was the first publicly traded company to be certified as a B corporation by a nonprofit global organization named B Lab, which was created to promote social and environmental awareness in the business community. …

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