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BUILDING UP A BEAUTY BRAND THROUGH CONSULTANTS AND DIGITAL MEDIUM

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Oriflame is a Swedish multi level marketing company which was founded in 1967 that sells personal care, cosmetic products and dietary supplements.In conversation with Pitch team, Naveen Anand, Senior Director- Marketing, Oriflame, South Asia, talks about the journey of brand so far.

Anand focussed on the brand’s legacy of continuing traditional practices with the touch of digital essence. He spoke about the latest innovations that took place in the brand in recent months. “At Oriflame, we believe in the concept of ‘Actions Speaks Louder than Words’. For example we have our normal paper catalogue which is issued every month, now what makes it different from others is the Digital Layer’ over it”, said Anand.

Further explaining the concept of Digital Layer, Anand said, “We are conventional practitioners yet digitally savy. Here at Oriflame we have a mix of technology indulged in our regular practices. For example, if you go to our Oriflame app, it is integrated with our Digital catalogues. So every page of our catalogue can tell you a story digitally. All you have to do is just pull up the app on your mobile phones, scan the product you want and it will direct you to a video about the uses of that particular product.”

Completing 50 years, Oriflame is now present in 60 countries. Maintaining the legacy of the brand, the ethos of Oriflame has been same over the years, which is ‘Beauty With Purpose’. “Our key focus has always been on beauty products and then we have expanded our businesses in personal care and fragrances but beauty is what mainly constitutes to our business. We have always been the accessible brand and by that it means, we have made it sure that we are affordable for the masses consumption. We make sure that each and every product of ours goes through the strict quality measures. Oriflame is one among those few brands particularly in India which falls over the European standards”, added Anand.

Strong desire among men and women to retain youthful appearances has groomed and nurtured the cosmetics industry, worldwide. Rapidly aging demographics has led to a robust demand for anti-aging products in order to prevent wrinkles, age spots, dry skin, uneven skin tone, and even hair damages, creating room for new innovations in cosmetics, thus boosting the industry growth.

According to a report by Mordor Intelligence, The global cosmetic products market was valued at USD 532.43 billion in 2017, and is expected to reach a market value of USD 805.61 billion by 2023, registering a CAGR of 7.14% during 2018-2023.

Talking about the growth of cosmetics market in India, Anand added, “It is still a growing category whether it is skincare or color and there are particular reasons behind it and one of the hearty reason is the number of women in the workforce area has increased which has somehow directed to the growth of cosmetics industry.”

Oriflame has been in talks in the market since early 2000’s and the brand has always believed in providing a customer with the experience at their doorstep.

“Oriflame has widened it’s reach in every possible ways. We have consultants which could be anyone from the neighbourhood or a student or in fact a house wife. Now these consultants are equally benefitted by getting the Oriflame products at a lower range than that available in the market which would ultimately benefit their overall business. Our whole strategy is to empower our business through our consultants. Moreover, our consultants are from every sect of socio-economic strata. Our marketing team might set certain bars and achieve them but it’s the consultants who are more likely to interact with people at the ground level and help in attaining the overall marketing strategy of the brand. We have not just increased our reach in 5000+ delivery locations but we are also physically present there through our consultants”, said Anand.

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Anam Khan

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