In December 2011, Patagonia called US consumers to make more considered purchases with its famous “Don’t buy this jacket” ad and this year encouraged customers to value what they already have with its “Worn Wear” campaign. Along the same lines, Brazilian cosmetics company Natura launched in May 2013 a new flagship brand called SOU (meaning “I am”), reconciling low environmental impacts and low costs with high sensorial impacts and inviting users to a new kind of consumption.