Author Profile
Guissoni, Leandro
Grupo Boticário: Orchestrating a Customer Value–Centric Growth Strategy to Compete in Brazil’s Beauty Market
Guissoni, Leandro; Sarfati, Gilberto; Costas, Ruth
M-1067 | Published July 31, 2025 | 16 Pages Case
Collection: Darden School of Business
Perfumery and cosmetics group Grupo Boticário was one of the leaders in its segment in Brazil by 2023, boasting 4,000 stores across 1,600 cities. For decades, the company had sold products from a sing... Read More
Looking for a Sustainable Model at Brazilian Edtech Start-up Resilia
Guissoni, Leandro; Aidar, Marcelo Marinho; Migliora Neto, Luiz
M-1030 | Published August 04, 2022 | 12 pages. Case
Collection: Darden School of Business
The fast-growing educational technology start-up Resilia had successfully initiated its operations in Brazil. It trained full stack developers and connected them with entry-level jobs at unicorn start... Read More
The Multichannel Challenge at Natura in Beauty and Personal Care (C): Digital Transformation and Toward a Fintech Business
Guissoni, Leandro; Moraes, Trícia Karla Lacerda; Cernev, Adrian Kemmer
M-1023 | Published December 15, 2021 | 18 pages. Case
Collection: Darden School of Business
In 2021, the world’s fourth-largest beauty group, Natura &Co, was in the middle of a digital transformation process. Originally a direct-selling company, Natura transitioned to a multichannel business... Read More
The Multichannel Challenge at Natura in Beauty and Personal Care (B): Building a Successful Digital and Omnichannel Transformation
Farris, Paul W.; Guissoni, Leandro; Boccia, Murillo; Lourenço, Carlos Eduardo
M-1022 | Published December 15, 2021 | 16 pages. Case
Collection: Darden School of Business
Between 2013 and 2019, Natura undertook a set of initiatives to begin its digital transformation and accelerate the global expansion that resulted in it becoming the world's fourth-largest beauty grou... Read More
Arredondar Movement: Expanding Microdonations in Brazil
Guissoni, Leandro; Veludo-de-Oliveira, Tania Modesto; Barki, Edgard; Zambaldi, Felipe
M-0987 | Published January 29, 2020 | 14 pages. Case
Collection: Darden School of Business
Arredondar was a nongovernmental organization (NGO) whose objective was encouraging the culture of donation in Brazil through acts of micro-donations. Any shopper could donate at the retail stores tha... Read More
The Multichannel Challenge at Natura in Beauty and Personal Care (A)
Farris, Paul W.; Ailawadi, Kusum; Guissoni, Leandro; Boccia, Murillo
M-0943 | Published August 02, 2017 | 18 pages. Case
Collection: Darden School of Business
Faced with declining market share and sales between 2014 and 2016, Natura, at the time Brazil’s second-largest brand in the cosmetics, fragrances, and toiletries market, was expanding its customer rea... Read More
Choosing the Right Metrics for Listerine Brand Management in Brazil
Farris, Paul W.; Guissoni, Leandro; Araújo, Olegário
M-0902 | Published April 21, 2016 | 11 pages. Case
Collection: Darden School of Business
Ronaldo Art, brand manager for J&J's Listerine, reflected on the progress he had made in market penetration for the oral hygiene product from the time he started in the position in 2010 to late 2014. ... Read More