Oriflame to add more glitter with launch of 200 products

Thursday, 2 February 2012 00:00 - - {{hitsCtrl.values.hits}}

By Cheranka Mendis

Oriflame Sri Lanka will introduce 200 new products to the local market in 2012 targeting a 25% growth by the end of the year.

The brand, which has had a market presence for 15 years in the country, has experienced steady growth over the period and is confident to hold the present growth trend in the future.

Oriflame Country Manager Erik Stenbrack told the Daily FT that even though the country’s 2011 growth cannot be revealed due to the brand being listed on the Swedish Stock Exchange, the year has been a successful one with 340 new products being locally introduced and accepted.

“Oriflame’s regional target for Asia is 24% for this year while in Sri Lanka we hope to achieve 25%. For this we hope to strengthen the distribution channels in the country and will open two stores in the fast developing South,” Stenbrack said. Stores will be opened in Matara and Galle operations will be re-launched.

“Sri Lanka’s cosmetic industry is doing okay; not good but okay,” he commented. However with the new Budget slashing tax rates of imported cosmetic goods, the brand will be able to quote low prices to stay on top of competition.

“The tax reduction will not necessarily boost our sales but will give us the opportunity to operate in an even playing field with our local competitors.”

Stenbrack noted that Oriflame has a large employee base, one of the largest in the industry. With 12,000 joining into the distribution network, the product promotion has been that much easier, he said. The brand is said to have over 650 products in total.

Claiming that 2012 will be a special year for the brand which will be celebrating a 45-year presence in the global market, he noted that many product innovations and special offers would be launched throughout the year.

Introducing the first batch of the 200 products that will enter the local market this year, Oriflame on Tuesday launched the world’s first triple effect lipstick – Triple Core. The lipstick will have the benefits of being a lip balm, lipstick and lip gloss.

Featuring five shades, it will leave lips soft, hydrated and protected, leaving them moisturised, while the high impact lustrous colour lasts up to four hours. Ingredients that make up Triple Core include avocado, jojoba oil, camomile and vitamin E. In the Month of February, the product will be offered at a 50% discount for Rs. 695.

With the month of February marking Valentine’s Day, Stenbrack also announced of a special partnership forged with Stone ‘N’ String where a special Valentines teddy bear with a pair of earrings courtesy of Stone ‘N’ String will be available at a special rate.

Stone ‘N’ String will also give a 10% discount voucher exclusively to all Oriflame consultants who will place orders during the Valentine season. The discount will be valid for purchases over Rs. 1,000 at all Stone ‘N’ String branches.

“You can also give your love to local charity by shopping with Oriflame as for every Rs. 1,500 spent, Oriflame will donate a portion of sales to local charity partner, Foundation of Goodness,” he said.

Pic by Daminda Harsha Perera