Product descriptions:
For over 56 years, Natura Cosméticos has been recognized as a leader in sustainable beauty and social responsibility. Primarily powered by direct sales, the Brazilian cosmetics giant has relied on its vast consultant network to connect with millions of customers. The CRM team is responsible for activating directed communication to the beauty consultant network, using precise one-on-one communication with algorithms. The analysis of performance and understanding of consultant behavior changes from the impact of these communications were performed by the CRM analytics team in a partially manual way. This generated significant effort and response time, which impacted the agility to use insights in near real-time actions. By unifying data and adopting generative AI (GenAI) with the Databricks Data Intelligence Platform, Natura has cut reporting cycles by more than half, scaled personalized reporting across countries, and unlocked a 23.5% lift in CRM-driven revenue.
From Fragmented Reporting to Unified Analytics
Natura’s CRM team is responsible for analyzing the effect of campaigns across email, WhatsApp, and push channels. Before Databricks, vital metrics like engagement and incremental revenue were scattered in silos across legacy systems. “To consolidate the numbers, we used to query different sources and merge everything manually in Excel,” says Julia Formentin, CRM Analytics Manager at Natura Cosméticos. “It took several working days to deliver reports — a huge lag for planning teams.” She recalls siloed data forced analysts to work in isolation and share notebooks and Excel files by email, slowing collaboration and risking inconsistencies.
The shift to Databricks centralized CRM data and automated reporting with robust SQL and Python pipelines. Julia describes the first breakthrough: “We developed a script to unify measurements and reduced our reporting time to seven working days for the first time. It meant our team could finally think bigger — about AI, automation, and using analytics for action instead of just retroactive measurement.”
Automating Insights and Reporting at Scale with GenAI
Accelerating further, Natura’s team implemented a GenAI-powered reporting system on Databricks, transforming campaign data into actionable insights by leveraging foundation models and Mosaic AI Vector Search. “All the impactful text in our new reports — summaries and headlines — is generated from campaign data through GenAI inside Databricks,” Julia explains. Reports that once required one or two days of manual preparation are now automatically generated and distributed for daily or weekly review, tailored for consultants, clients, and new initiatives.
With the support of Databricks solutions architects, the team built a Python library of prompts, automating template generation and making it easy to scale reporting to 20 audiences across six countries in Portuguese and Spanish. “A crucial step was using Vector Search to personalize all language, so GenAI outputs sound like Natura and match our business logic,” says Julia. Iterative model selection and testing — using AI Playground and Agent Framework — helped identify Claude 3.7 as the optimal model, thanks to its handling of campaign metrics.
Natura’s non-technical CRM analysts found the Databricks environment crucial for democratizing GenAI. “Without Databricks, it would have been much more difficult to use retrieval-augmented generation. The platform made it simple to experiment and launch new use cases, even as a business-facing team,” Julia adds.
Faster Action, Higher Revenue, and a Culture of Insight
The transformation to GenAI and Databricks delivered tangible, measurable results. “After automating our processes, we cut report cycle times by 64%” Julia says, crediting the shift with enabling planners to adjust mid-campaign in response to daily results, which in turn drove a 23.5% jump in CRM-sourced revenue. “Our team is now focused on generating insights side by side with planners, taking action faster so we can adjust campaigns, channel mix, and messaging for greater impact,” says Henrique Gadioli, CRM Coordinator.
The new platform supports over 20 automated reports in two languages, serving three distinct CRM audiences and enabling collaborative action across six countries. “We started with one email, and now we generate dozens — enabling every analyst and planner to work together on growth strategies rather than spending time merging data,” Julia notes.
Looking ahead, Natura is piloting hyper-personalized CRM messaging with Databricks GenAI, generating one-to-one WhatsApp and push communications for millions of consultants and customers. “We always promote well-being and innovation, and now, with Databricks, we have enhanced our speed and flexibility to do it at scale,” Julia concludes.