Oriflame, the renowned Swedish beauty brand known for its direct and community selling strategy has called for a media and creative pitch. Oriflame is recalibrating its marketing and expansion strategies for the Indian market.
A source at Oriflame confirmed the development and said, “We are looking for creative and media agencies. We are in talks with couple of agencies but we want to explore more options to ensure that when we launch our expansion strategies, the media and communications part is also in sync.”
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The brand is also expanding its wellness category and focusing on the younger generation to enhance growth in the region. Oriflame offers a wide range of products in India, including skincare, makeup, fragrance, hair and body products catering to both adults and kids. The skincare category generates the most revenue for Oriflame.
According to Markets and Data report, the Indian Skin Care Market was estimated to be worth USD 2.56 billion in FY2023. Facial care was the market’s largest category both in terms of value and volume. The market is expected to reach USD 3.73 billion by FY2031 growing at a CAGR of 4.82% for the forecast period between FY2024 and FY2031.
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According to Oriflame’s 2023 Annual report, Oriflame entered Asia in 1986, and currently has operations in China, India, Indonesia, Vietnam, Pakistan, Sri Lanka. The year, 2023 continued to be a difficult year in Asia with a sales decline in all Asian markets.
All COVID related restrictions were relaxed in all Asian countries. The sales of Oriflame products were impacted adversely due to increased competition from local e-commerce brands and also due to people returning to work post COVID which affected recruitment. The increased focus on digital tools and Wellness/Skincare categories progressed according to plan.