Oriflame widens product offering

Swedish beauty and cosmetics firm Oriflame will launch around 350 products in India

this year including skin care, hair care, fragrances and color cosmetics. Oriflame also plans to double the number of service centers it operates in the country to over 500. A major chunk of its business currently comes from the metros and it is now looking at expanding its reach into smaller cities. Oriflame is growing at the rate of 40 per cent in the country. It is today one of the fastest growing beauty companies selling direct and is present in 62 countries. The brand has a range of skin care, color cosmetics, fragrances, personal and hair care, accessories and wellness products.

With direct selling as its business model, Oriflame spends a large portion of its turnover on advertising and BTL activities, such as training, workshops, catalogues and on-ground activations. Oriflame has employed a different strategy in India, compared to what it does globally. For example, in Russia, Oriflame invests heavily on television. In India, however, where companies prefer television more often than not, Oriflame sees better results with print rather than television. In 2009 and 2010, Oriflame signed up models such as Uvika Choudhury, Mini Mathur and Navina Bhatia for catalogues and various products. The brand has also continued its association with fashion designer Rohit Bal.