Initiatives to measure consumption

New methodology will include assessment of product use impact

Water consumption
(liters/unit produced)

Since 2010, Natura has intensified its effort to identify the real impacts its business causes on water consumption. As with greenhouse gas (GHG) emissions and solid waste generation, the goal is to quantify consumption throughout the value chain and develop an efficient water management strategy.

In 2010, Natura calculated its water footprint using the Water Footprint Network (WFN) methodology which maps impacts at every stage of the production chain. This indicated that the most significant impact (45.9%) for Natura occurred during product use by the consumer.

From this point, the company focused on finding the most accurate methodology to identify its impacts on consumption and wastewater generation. “The existing methodologies, including water footprint, are based on international premises which frequently do not apply to the Brazilian reality, such as a lack of basic sanitation facilities and the unequal distribution of water (the most heavily populated regions are further away from water sources)”, explains Luciana Villa Nova, Sustainability manager.

In 2013, after assessing four methodologies, the company chose the most appropriate one for its purposes. This metric includes a more complete analysis of the potential product impact, evaluating biodegradability and ecotoxicity levels, that is the effects products discharged into the environment may cause on living organisms. In 2014, Natura will start to extend this mapping process to the entire product portfolio to determine its water footprint.


Volume of water
recycled and reused

Water recycled1 and reused2 (m3)

1 From sanitary and industrial effluents generated at the Cajamar site used for cleaning, gardening, toilets and utilities after physical-chemical and biological treatment in the wastewater treatment plant. 2 Water returning from the Cajamar production process and used in the potable water system.

Water reuse (%)1

1 The percentage refers to the water volume recycled from effluent treatment compared with the total volume of water treated in the Cajamar and Benevides treatment plants. 2 In 2013, there was a reduction in the percentage of water recycled compared with the total water treated due to a reduction in water consumption, impacted by the installation of a recycled water purification system in Cajamar and Benevides. With this system, the number of times the water in the reflecting pools is changed was reduced, as was the cleaning of water tanks. 3 The reuse and recycling data refer to the volume of water recycled and reused at Cajamar. Previously, this calculation included Itapecerica da Serra as well as Cajamar. The historical data were recalculated using the same basis.