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.natura New gTLD Application

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New gTLD Application Submitted to ICANN by: NATURA COSMÉTICOS S.A.

String: natura

Originally Posted: 13 June 2012

Application ID: 1-1781-73309

 

Applicant Information

 

  1. Full legal name

NATURA COSMÉTICOS S.A.

 

  1. Address of the principal place of business

Rodovia Régis Bittencourt, s⁄n°, Km. 293, Edifício I, Potuverá

Itapecerica da Serra São Paulo 06882-700

BR

 

  1. Phone number

55 11 4446 2000

 

  1. Fax number

55 11 4196 24134

 

  1. If applicable, website or URL

http:⁄⁄www.natura.net

 

Primary Contact

 

6(a). Name

Gretchen Olive

 

6(b). Title

Director of Policy & Industry Affairs

 

6(c). Address

 

6(d). Phone Number

01 302 636 5401

 

6(e). Fax Number

01 302 636 5454

 

6(f). Email Address

This email address is being protected from spambots. You need JavaScript enabled to view it.

 

Secondary Contact

 

7(a). Name

Suyang Cassiano de Melo

 

7(b). Title

Legal Coordinator

 

7(c). Address

 

7(d). Phone Number

55 11 4196 2439

 

7(e). Fax Number

55 11 4196 24134

 

7(f). Email Address

This email address is being protected from spambots. You need JavaScript enabled to view it.

 

Proof of Legal Establishment

 

8(a). Legal form of the Applicant

Corporation

 

8(b). State the specific national or other jursidiction that defines the type of entity identified in 8(a).

Brazil

 

8(c). Attach evidence of the applicant's establishment.

Attachments are not displayed on this form.

 

9(a). If applying company is publicly traded, provide the exchange and symbol.

BM_and_FBovespa;NATU3

 

9(b). If the applying entity is a subsidiary, provide the parent company.

 

9(c). If the applying entity is a joint venture, list all joint venture partners.

 

Applicant Background

 

11(a). Name(s) and position(s) of all directors

Antonio Luiz da Cunha  Seabra Co-Chairman of the Board – Founder

Guilherme Peirão Leal Co-Chairman of the Board

Julio Moura Neto Co-Chairman of the Board

Luiz Ernesto Gemignani Member of the Board

Marcos de Barros Lisboa Member of the Board

Pedro Luiz Barreiros Passos Co-Chairman of the Board

 

11(b). Name(s) and position(s) of all officers and partners

Alessandro Giuseppe Carlucci Chief Executive Officer

José Vicente Marino Business Vice President

Lucilene Silva Prado Executive Director, Legal Affairs

Roberto Pedote Executive Vice President and Finance and Executive Director, Investor Relations

 

11(c). Name(s) and position(s) of all shareholders holding at least 15% of shares

Lisis Participações S.A. Not Applicable

Utopia Participações S.A. Not Applicable

 

11(d). For an applying entity that does not have directors, officers, partners, or shareholders: Name(s) and position(s) of all individuals having legal or executive responsibility

 

Applied-for gTLD string

 

  1. Provide the applied-for gTLD string. If an IDN, provide the U-label.

natura

 

14(a). If an IDN, provide the A-label (beginning with "xn--").

 

14(b). If an IDN, provide the meaning or restatement of the string in English, that is, a description of the literal meaning of the string in the opinion of the applicant.

 

14(c). If an IDN, provide the language of the label (in English).

 

14(c). If an IDN, provide the language of the label (as referenced by ISO-639-1).

 

14(d). If an IDN, provide the script of the label (in English).

 

14(d). If an IDN, provide the script of the label (as referenced by ISO 15924).

 

14(e). If an IDN, list all code points contained in the U-label according to Unicode form.

 

15(a). If an IDN, Attach IDN Tables for the proposed registry.

Attachments are not displayed on this form.

 

15(b). Describe the process used for development of the IDN tables submitted, including consultations and sources used.

 

15(c). List any variant strings to the applied-for gTLD string according to the relevant IDN tables.

 

  1. Describe the applicant's efforts to ensure that there are no known operational or rendering problems concerning the applied-for gTLD string. If such issues are known, describe steps that will be taken to mitigate these issues in software and other applications.

Applicant anticipates the introduction of this TLD without operational or rendering problems. Based on a decade of experience launching and operating new TLDs, Afilias, the back-end provider of registry services for this TLD, is confident the launch and operation of this TLD presents no known challenges. The rationale for this opinion includes:

- The string is not complex and is represented in standard ASCII characters and follows relevant technical, operational and policy standards;

 - The string length is within lengths currently supported in the root and by ubiquitous Internet programs such as web browsers and mail applications;

 - There are no new standards required for the introduction of this TLD;

 - No onerous requirements are being made on registrars, registrants or Internet users, and;

 - The existing secure, stable and reliable Afilias SRS, DNS, WHOIS and supporting systems and staff are amply provisioned and prepared to meet the needs of this TLD

 

  1. (OPTIONAL) Provide a representation of the label according to the International Phonetic Alphabet (http://www.langsci.ucl.ac.uk/ipa/).

 

Mission/Purpose

 

18(a). Describe the mission/purpose of your proposed gTLD.

  1. a) Describe the mission⁄purpose of your proposed gTLD

 

Natura Cosméticos is a Brazilian cosmetics, fragrances and personal care company with a strong presence in Latin America (Argentina, Peru, Chile, Colombia, Mexico and Bolivia).

Since our founding in 1969, we have built a culture that values relationships. We believe that valuing relationships is the foundation of an enormous human revolution in the search for peace, solidarity, and life in all of its manifestations.

We have adopted a direct sales business model because we believe in relationships and in our ability to generate and distribute income, offer development alternatives and inspire more than 1.2 million sales consultants to disseminate our value proposition to our consumers.

Natura directly employs more than 7,000 professionals. Our head office is in Cajamar, São Paulo state, and we have five commercial offices in Brazil: Salvador (Bahia), Campinas and Alphaville (São Paulo), Rio de Janeiro (Rio de Janeiro), and Porto Alegre (Rio Grande do Sul). Our plants and Research and Technology centers are located in Cajamar (São Paulo) and Benevides (Pará), and in 2006, we opened an Advanced Technology Center in Paris, France. In Brazil, our products are delivered to our consultants and consumers from distribution centers in Cajamar and Jundiaí (São Paulo), Canoas (Rio Grande do Sul), Matias Barbosa and Uberlândia (Minas Gerais), Simões Filho (Bahia), Jaboatão dos Guararapes (Pernambuco), and Castanhal (Pará).

We have company-owned operations in France, Argentina, Chile, Colombia, Mexico, and Peru. In addition, we use local distributors to sell our products in Bolivia. In 2010, we began manufacturing in Argentina through local partnerships. We also have Natura Houses, which are centers where our consultants can work, and train and where consumers can get to know our products. We have seven of these in Brazil, all in the state of São Paulo, 14 elsewhere in Latin America, and one in France.

The proposed .natura gTLD is a restricted, exclusively controlled TLD that would serve the purpose of enhancing and expanding Natura’s ability to:

  • create a connected digital presence and personalized brand experience for clients, consultants and business partners;
  • deliver product and service marketing⁄advertising;
  • enable marketing campaign activation;
  • facilitate secure interaction and communication with individuals and entities with whom Natura has a business relationship;
  • improve business operations;
  • simplify Internet user navigation to information about Natura products and services;
  • demonstrate market leadership in protecting customer privacy and confidential information online;
  • validate ⁄ authenticate authorized resellers of Natura products; and
  • meet future client expectations and competitive market demands.

 

18(b). How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?

  1. b)                   How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?

 

Answers should address the following points:

  1. What is the goal of your proposed gTLD in terms of areas of specialty, service levels, or reputation?
  • The goal of the proposed .natura gTLD in terms of specialty, service levels and reputation are:

o Specialty – Natura would like to create with the “.natura” gTLD a global community to support its “well being well” concept:  Our reason for being is to create and sell products and services that promote well-being⁄being well. Well-Being is the harmonious and pleasant relationship of a person with oneself, with one’s body and being well is the empathetic, successful, and gratifying relationship of a person with others, with nature, and with the whole.  Moreover, we are pretty sure that relationships in the future are not based only on physical contacts but through the Internet and social networks.

o Service levels - One of the key goals of the proposed .natura gTLD is to create a restricted, exclusively controlled online environment for customers, authorized consultants and other business partners which will increase client confidence and trust in conducting business online.  Through greater use of online tools by customers and consultants, Natura expects to further streamline business processes, reduce turn-around times, provide more personalized service and improve overall client service delivery and satisfaction.

o Reputation – We believe that a gTLD “.natura” would allow our Company to securely and unequivocally distribute subdomain names to each of our 1.2 million consultants, in a strategic project of digital inclusion that would benefit our consultants because they would be educated to better use technology, the internet and social networks to run their businesses and therefore strengthen their relationships with their clients and increase their sales.

 

  1. What do you anticipate your proposed gTLD will add to the current space, in terms of competition, differentiation, or innovation?
  • Natura plans to operate the proposed .natura gTLD as a restricted, exclusively controlled TLD and as such will not be commercially offered for registration⁄use by the general public.  Thus, Natura will have exclusive ownership and control over all second-level registrations within the TLD and their use.   As a result, we believe the proposed .natura gTLD wil add to the current names space in three (3) areas:

o Competition – As technology advances, so too do consumer and reseller expectations of companies online.  They expect that companies will utilize the latest and greatest technology and online practices to improve the user experience, protect their information and deliver quality service.  Natura anticipates that the proposed .natura gTLD will enable it and its consultants to communicate, interact and protect data in ways and under conditions not possible under the existing namespace, thus enabling Natura to meet future client expectations and competitive market demands.

o Differentiation – While today companies like Natura can register brand strings at the second-level (eg., 〈natura.net〉), the proliferation of cybersquatting and typosquatting has placed a great burden on consumers to carefully conduct business online because there is no guarantee on the face of the domain name string that what looks like a branded website is indeed an authorized website of the brand owner.  The proposed .natura gTLD will enable authorized consultants, clients, other business partners and Internet users to distinguish on the face of the domain name alone whether the site is an authorized company site because the gTLD will be a restricted, exclusively controlled online environment where only authorized Natura web properties and e-mail will exist and operate online.

Innovation - The proposed .natura gTLD as a restricted, exclusively controlled TLD will provide Natura with a new platform on which to build future innovation of its online brand presence.

 

  1. What goals does your proposed gTLD have in terms of user experience?

 

  • The Internet has been plagued by cybersquatting, typo squatting, phishing, pharming and identity theft scams.  This malicious online conduct has shaken the trust and confidence of consumers to share information and transact business online.  Thus, the proposed .natura gTLD has the following user experience goals:

o Simplify purchase and unify the full breadth of offline products and services offered by Natura;

o Improve and streamline manner in which authorized consultants, customers, and other business partners can interact with Natura in the online digital space;

o Foster trust and  confidence in online interactions by authorized consultants, customers, and other business partners with Natura;

o Reduce the risk of Internet users being misled, believing and⁄or acting on erroneous, information about Natura, its authorized consultants, other business partners and⁄or its products and services presented online by unauthorized 3rd parties; and

o Simplify online navigation to Natura products, services and affiliate information.

 

  1. Provide a complete description of the applicant’s intended registration policies in support of the goals listed above.

 

The proposed .natura gTLD will be a restricted, exclusively controlled gTLD where only Applicant, affiliated entities and authorized business partners will be permitted to register second-level domains for Applicant business purposes only for a term of one to ten years.   Affiliated entities who are part of the same corporate organization as the Applicant who seek registrations for second-level names under the TLD will be required to present evidence in writing to accredited registrar(s) for the TLD demonstrating explicit authorization from an officer of the Applicant company to register second-level names within the TLD to protect against unauthorized registration within the TLD by unaffiliated third parties.  Applicants and affiliated entities owned and⁄or controlled by the same corporate parent company will supply corporate contact and ownership information, not personal information,  for each registration obtained under the TLD for display in the TLD WHOIS.

 

To the extent second-level domain names are ever registered to Applicant’s business partners and⁄or affiliates that are not owned by Applicant or its corporate parent company, registrants will be required to execute a registration agreement that incorporates all required ICANN consensus policies and other legal⁄policy requirements imposed on new gTLD applicants into the terms and conditions of the domain name registration agreement.  Such registration may also be subject to additional terms and conditions under separate business partner and⁄or affiliate agreements with Applicant entity.  Registrations by business partners or affiliates not owned by Applicant or its corporate parent company will require written, pre-approval by designated individual(s) at Applicant company, must provide corporate contact information, not personal information, for WHOIS purposes and must be made with Applicant’s registrar of choice.  Registrants must not use the domain name in any way that may damage or diminish Applicants brand reputation, business relationships or other business interests.  Failure to do any of the above, will result in the immediate suspension of registrant’s registration agreement and⁄or all deletion of all domain names currently registered in the TLD.  

 

  1. Will your proposed gTLD impose any measures for protecting the privacy or confidential information of registrants or users? If so, please describe any such measures.

 

The proposed .natura gTLD will be a restricted, exclusively controlled TLD where Natura will have exclusive control.  Corporate contact information will be clearly listed in the WHOIS record for each registration within the TLD.  Thus, there are no measures that need to be proposed to protect the privacy or confidential registration information of registrants⁄users of the TLD.  

 

 

Describe whether and in what ways outreach and communications will help to achieve your projected benefits.

 

 

Prior to using the proposed .natura gTLD for product and service marketing⁄advertising, marketing campaign activation, interaction and communication with individuals and entities with whom Natura has a business relationship, and⁄or implementing new online navigation strategies, Natura anticipates conducting a multi-faceted outreach and communications campaign that will likely involve all communication channels, including but not limited to mobile, print, social media, direct mail,  online advertising and marketing via our active, client and affiliate-facing websites and other public relations activities to:

  • Further communicate Natura’s commitment to online consumer safety and data privacy;
  • Inform the market of Natura’s ownership and planned use of the proposed .natura gTLD;
  • Clearly define the expected benefits to our consultants, and consequently to customers, prospective customers, contractors, other business partners and Internet users at large.  

Future outreach and communications campaigns will be carried out as when needed to reaffirm and clarify the above.  Natura believes outreach and communication will be critical to building trust and confidence in the legitimacy of the TLD.  

 

18(c). What operating rules will you adopt to eliminate or minimize social costs?

  1. c)
  2. How will multiple applications for a particular domain name be resolved, for example, by auction or on a first-come⁄first serve basis?
  • There will not be multiple applications for a particular domain in the proposed .natura TLD because this will be an exclusively controlled TLD where only 1 party, Natura, .will be able to seek registrations.

 

  1. Explain any cost benefits for registrants you intend to implement (e.g., advantageous pricing, introductory discounts, bulk registration discounts).
  • This question is not applicable to an exclusively controlled TLD, like the proposed .natura TLD.

 

  1. Note that the Registry Agreement requires that registrars be offered the option to obtain initial domain name registrations for periods of one to ten years at the discretion of the registrar, but no greater than ten years.  Additionally, the Registry Agreement requires advance written notice of price increases. Do you intend to make contractual commitments to registrants regarding the magnitude of price escalation? If so, please describe your plans.
  • The proposed .natura TLD will be a self-funded, exclusively controlled TLD available only to Natura.  Thus, there will be no per domain name registration cost incurred by any party for this TLD and thus, no price changes and⁄or escalations for which registrants will need to be notified.