Instituto Natura and Avon train sales leaders to support women victims of violence
Initially aimed at 650 leaders and managers, the program will now be expanded to around 5,000 multipliers.
(Original content – Mercado & Consumo)
Instituto Natura and Avon have incorporated the response to violence against women into their periodic training and onboarding policy for the sales force. As part of the initiative, the institute started implementing the “First Listening Training” (Treinamento de Primeira Escuta), which aims to train business managers and leaders to act as a first point of support.
Initially aimed at 650 market leaders, sales managers, and business managers, the program is being expanded to approximately five thousand multipliers — including business leaders, consultant trainers, field facilitators, and influencer consultants — with sessions focused on practical support tools.
“Caring for our consultants means protecting our own ecosystem. The initiative aims to provide them with the necessary literacy to identify signs, offer support, and know how to direct potential situations with complete confidentiality and safety,” states Denise Souza, Manager of Holistic Development of Natura and Avon Beauty Consultants in Brazil at Instituto Natura.
The initiative is based on indicators from the National Map of Gender-Based Violence, which point to 718 femicides in a single semester of 2025, equivalent to around four women killed per day due to gender. In the same period, nearly 34,000 rapes against women were recorded in Brazil, equivalent to approximately 187 cases per day.
The tool cross-references databases from the Ministry of Justice, Public Safety, and other official sources, and is maintained by Instituto Natura in partnership with the Senate’s Observatory on Violence Against Women (Observatório da Mulher contra a Violência – OMV) and the Gênero e Número Association.
Another data point from the Violence Against Women Awareness Index, by Instituto Natura and Avon, shows that only 38% of Brazilians claim to have actual knowledge about protection laws, types of domestic abuse, and official reporting channels.
Other Actions
To ensure that the topic reaches all women in the network, training courses and content are available to the entire network of Beauty Consultants. In parallel, Instituto Natura and Avon maintain itinerant in-person awareness agendas, in addition to active communication with the network and awareness campaigns.
In cases of violence, women can access support through Ângela, a virtual assistant offering legal and psychological support via WhatsApp, operated by the Institute in partnership with the organization Bem Querer Mulher. The service is free of charge and features a multidisciplinary team composed of psychologists, lawyers, and social workers.
