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An OOH material recycling and reuse initiative aimed at sustainability and genuine job creation in the region

Natura, the Brazilian multinational of cosmetics and personal hygiene products, which since its creation has been committed to transparency and sustainability in social, environmental and economic matters, joins Latcom, a company specialized in OOH media, whose commitment to sustainability is present in all the company’s processes. From this commitment of Latcom arises the Fundación Gestionar Esperanzas that was born with the purpose of actively participating in the care of the environment, social inclusion, and the human and community development of children and families in vulnerable situations.

Within this framework, Natura and Latcom join ‘Una Vuelta +’, this circular economy project that manages, through the recycling of material from OOH advertising campaigns, to generate job opportunities in vulnerable communities in Latin America.
Natura promotes this initiative that is so well aligned with its brand purpose ‘More beauty, less waste’, donating the material from its campaigns to later buy it in its new versions: bags, backpacks and toiletry bags.

“At Natura we are always looking for innovative ways to generate a positive impact on people and the environment. Thanks to the “Una Vuelta +” program, we have been able to close the cycle of our advertising materials, thus reducing our waste and generating work for Peruvian women. This great process has also allowed us to obtain beautiful products made with our own material, which we use as incentives to motivate and mobilize our network to continue building a country with More Beauty and Less Waste”, says Alexandra Oliva, Reputation and Communication Manager. Corporate Natura &Co.

From her side, Karina Vázquez, Chief Commercial Officer for Latin America and the United States of Latcom, who leads the ‘Una Vuelta +’ project, adds: “It is always a satisfaction to continue achieving results on this path in search of equity, inclusion and caring for the environment. Specifically, we generate value with social and environmental impact, reusing materials to create quality products and generate genuine employment in groups of women in communities of social vulnerability. In this way, we give ‘A Vuelta +’ to the canvas and leftovers from similar campaigns in OOH, and we transform them into an opportunity for social help”.

Latcom is a Company specialized in OOH media, created to meet the demand for out-of-home advertising in outdoor, indoor, digital, transport means, mobile and cinema. It provides local and regional services to Latin America, in the three business stages: Planning, execution and control. It employs over 200 people directly and has a wide network of strategic partners for the commercial and operational management in over 18 countries in North America and Europe, with current projection to the Asian market.