Oriflame presents a wide product portfolio with eternal favourites and a flow of exciting news, affordable for many. Customers are offered over 900 cosmetic products, more than a third of which were launched during the past year.
The wisdom of nature with the best of science
Oriflame’s products are developed using cutting-edge technology and are manufactured according to the highest quality standards. No Oriflame cosmetic product has ever been tested on animals.
Over the years, Oriflame has launched thousands of products within Skin Care, Colour Cosmetics, Fragrances, Personal & Hair Care, Accessories and Wellness. The eternal favourite Tender Care Protecting Balm, as well as other best-sellers such as Wonder Lash Mascara or Diamond Cellular Cream, all convey the Swedish aspects of the Oriflame brand, symbolised by the key attributes of natural, progressive and ethical. This is the firm foundation of the brand and also the key to continued success.
The Oriflame catalogue is how the brands and products come to life for our consultants and consumers. The catalogues are literally shops without walls, offering each customer a unique shopping experience at a preferred time and place. Each edition has its own theme and includes a display of selected Oriflame products as well as new offers and seasonal promotions, altogether presenting around 500 products. A new Oriflame catalogue is distributed every three to four weeks and each edition is published in four regional versions in 40 different languages. Great efforts are made to differentiate the catalogues to make sure that each time they offer new and exciting shopping experiences.
A wide range portfolio
Oriflame’s product offer is a result of more than 40 years of skin care and cosmetics expertise – combining the wisdom of nature with the best of science. The Company provides a wide assortment of distinct brands, at affordable prices. The products are made from high purity ingredients according to strict manufacturing and high ethical standards as well as stringent environmental policies.
The portfolio covers a wide range of cosmetic products; skin care solutions for every need, exclusive and qualitative fragrances, a wide and sophisticated range of colour cosmetics, extensive hair and body care, innovative wellness products and various fashion accessories.
During the year Oriflame launched a new concept, Dare to Be, targeting a younger audience with fun new products, inspired by a youthful lifestyle and the latest beauty trends. The concept, with a special targeted communication plan, is presented in a separate section and supported by online channels. For the launch of Dare to Be, four inspirational young women were chosen to embark on an adventure of a lifetime and a path of “love, self-discovery and achievement”. Their experiences are shown in online video episodes and catalogues include a Dare to Be section in which the girls bring the latest looks to life.
Another major event was the successful launch of the fragrance Glacier Ice, promoted by the Russian figure skating star Evgeni Plushenko, Midnight Pearl EDP endorsed by supermodel Natalia Vodianova, as well as the South American launch of new Wellness products promoted by local sports celebrities. Within the product categories Colour Cosmetics and Fragrance Oriflame collaborated with Ukrainian singer Annie Lorak, while Swedish illustrator Liselotte Watkins was chosen to illustrate a new accessory range. Moreover Oriflame launched children’s accessories from Disney in the CIS and EMEA regions and Matell in Latin America.
40 years of beauty research
Oriflame has over 40 years of experience in producing beauty products, combining the best ingredients with the latest scientific achievements. The Company’s accumulated knowledge and experience has been gathered into one dedicated Research & Development team that is based in two locations; Dublin, Ireland and Stockholm, Sweden.
In Dublin, the focus is on product development. Experts develop and clinically test high-performance formulations, while providing technical support in the areas of regulatory affairs, product safety and industrialisation to the manufacturing facilities. These projects deliver technology and innovative new products for the skin care, colour, fragrance and personal care categories. In Sweden, focus is on basic research on skin biology.
From idea to launch
The process from idea to launch takes several years, involving valuable time and resources through the stages of marketing, R&D, manufacturing and distribution. Thus, being at the forefront of trends and needs is essential to deliver a strong offer to the market on time. This is important for gaining new customers, and making old customers remain loyal to the brand.
Oriflame’s customers come from various parts of the world; have different habits, income and needs. To create attractive offers for such a heterogenic customer base requires a wide product range, high launching pace and proactive reaction to new trends. It is a constant challenge to stay on top of competition and remain innovative when introducing each new launch. A strong team of brand managers representing all six product categories continuously monitors trends, needs and new launches to stay in the loop, to maintain competitive strength and to gain market shares. Ideas originate from various sources such as international fairs and exhibitions, global trend reports, research projects and focus groups.
The Skin Care category experienced a challenging year, with a shift in consumer demand towards lower and mid-priced brands. Tender Care is still Skin Care’s top selling product, supported by new flavours launched during the year. The category accounted for 22 percent of total sales in 2010. This year’s hand cream launches were particularly successful. Lower priced brands such as Essentials also experienced enormous sales growth, while upper mass brands faced a difficult climate. The middle mass segment exhibited the largest growth, mainly due to the successful performance of Optimals, which is among the top three brands. Men’s Skin Care segment had healthy growth, boosted by large sales of the North For Men brand. The youth segment also grew strongly, thanks to the Pure Skin relaunch during the year.
Personal and hair care
The Personal and Hair Care category accounted for 20 percent of Oriflame’s total sales in 2010. The year resulted in unprecedented success of Feminelle products – three out of the top four best sellers in the category were intimate care products. The success of Discover Bath & Shower brand continues and it is now one of the best brands of the category, along with Nature Bath & Shower. The Bath & Shower category also experienced a growth in the upper mass segment thanks to the successful relaunch of Swedish Spa. Last year’s Hair X launch strengthened Oriflame’s credibility in the important hair care segment and the brand is now a solid performer. The 2010 relaunch of Foot Care under the new brand name Feet Up further boosted sales of the brand continuing to make it one of the strongest performers in its category.
The Wellness category continued to grow in 2010 and constituted 3 percent of sales during the year. Two Wellness core products are among the top ten best selling products for Oriflame globally – Wellness Pack Woman and Natural Balance Shake Strawberry. In 2010, two new products were launched – Natural Balance Shake Single Servings and Natural Balance Shake Chocolate. The key focus going forward is to develop tools to help consultants sell Wellness, and also to launch several new attractive products.
The Accessories category, accounting for 10 percent of sales 2010, continued its strong growth by offering a large assortment of products focusing on cosmetic items such as make-up brushes and manicure sets, fashion collections including handbags and jewellery as well as seasonal items including gifts for men and kids. Accessories further enhanced its position through a number of very successful regional collaborations with strong brands such as Puma and Disney, global cooperation with illustrator Liselotte Watkins and celebrity endorsements with, for example singer Ani Lorak. Focus on trends was increased by offering additional cross category collections.
The Fragrance category generated 21 percent of total sales, has recorded another year of strong sales growth and remains the fastest growing category within Oriflame. Both male and female segments have registered strong growth, thanks to core brands’ strong performance combined with successful introduction of new brands. The celebrity endorsement strategy once again showed a huge impact on sales with examples of local stars such as Russian Evgeni Plushenko for Glacier Ice EDT or global top model Natalia Vodianova for Midnight Pearl EDP. All price segments were dynamic with key launches in the low mass segment, such as the Sun-Moon-Eclipse trilogy, in the middle mass segment with Volume male EDT endorsed by DJ Paul Van Dyk, and in the upper mass segment with Precious Moments EDP for female and Giordani Man Dolce Vita EDT for the male audience.
In 2010, Colour Cosmetics grew more and experienced a double-digit growth during the second half of the year. The category represented 24 percent of sales during the year. It was particularly driven by Triple Core Lipstick with a break-through technology exclusive to Oriflame, attracting customers in all regions, as well as the launch of Very Me, targeted at a young audience, and Pure Colour, an entry-level range of products. Oriflame has focused specifically on repositioning and distinguishing the three brands within Colour Cosmetics to target specific consumers and attract new customers in the “impulse purchase”category.
Dare to be – An inspiring launch for young people
The new concept Dare to Be targets Oriflame’s younger audience through fun new products inspired by a youth-ful lifestyle and the latest beauty trends. The Dare to Be concept was developed in close dialogue with customers and consultants and launched through a special website and social networking sites such as Facebook and YouTube.
The marketing story features four inspirational young women on a path of love, self-discovery and achievement. Their experiences were shown in video episodes, where a global audience of young women joined their journey. The girls also star in the separate Dare to Be catalogue section – created especially to support the new youth philosophy.
Hundreds of sales consultants from the target group were involved in the development of products and specific marketing strategies prior to the launch, resulting in word of mouth through online communities and more than 50,000 orders per day since the launch. The Polish singer Eva Farna also featured in the launch.
The Dare to Be offer includes the Very Me make-up range, Babes fragrances inspired by Japanese style, and the Pure Skin range. Dare to Be was rolled out to all Oriflame markets worldwide.
dare to be
– an inspiring launch for young people
Creating a catalogue – a long journey
Creating a catalogue is about much more than filling blank pages with glossy product offers. The outline of a new catalogue begins more than one year prior to publication. The regional planning teams create a catalogue plan that includes ideas for the themes, what products will be shown in each catalogue, what page they will appear on and what the offers will be. The process involves a lot of analysis of current and historic results together with market trends, but also creativity in developing new exciting ideas and promotions.The regional plans are communicated and discussed with local markets to optimise the combination of product and price in every catalogue. The completed plan is then formally briefed to the region’s catalogue production team. There are constant updates and changes along the way in response to consumer needs and local market conditions, so it is crucial for both planning and catalogue production teams to be flexible and responsive.
About six months prior to launch, the production process begins. The regional catalogue production teams finish about 75 percent of the pages in the catalogue. These pages are filled with existing products and brands that are put in a context, all according to the brief from the planning team, covering theme as well as seasonal offers and discounts. The rest of the catalogue, about 20–25 percent is dedicated to product launches. These layouts follow a separate process that starts much earlier and is closely linked to the new product development process. The regional catalogue production team works on the catalogue for four months. During the process, they meet with the regional planning team every third week to review layouts and co-ordinatefurther work.
The last month is dedicated to retouching images, correcting colours, linking texts in the database and translating the catalogue, preparing the catalogue for printing and distribution.