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With Oriflame’s new launches and products in 2019, GlobalSpa gets in conversation with Mr. Naveen Anand, Senior Director, Marketing, Oriflame South Asia, to discover more on the brand.

It’s been an exciting time for Oriflame this year; launching their NovAge Ecollagen Wrinkle Power range and a beautiful collaboration with fashion designer Rohit Bal, the Guldastah collection. Both of them reflect Oriflame's dedicated involvement with nature, science, and beauty. The NovAge Ecollagen Wrinkle Power is for the busy, modern woman who juggles work, family and a host of other commitments. This woman requires her skin-care products to work hard and give her the freedom to live her life without worrying about skin aging, hence, this range gives wrinkle reduction to up to 49%. The exquisite Guldastah collection is curated with the purpose of channeling a unique crossover between beauty and fashion where Rohit Bal augments Oriflame's commitment towards fulfilling dreams. The collection featuring bags and bedsheets has been exclusively created for Oriflame's consultants to achieve new heights and make their dreams a reality. Being India's leading direct-selling Swedish beauty brand, we get in conversation with Mr. Naveen Anand, Senior Director, Marketing, Oriflame South Asia, to discover more about the nature-inspired skincare and wellness products.   Q- There are many skincare products in the market that use natural and organic products, what makes Oriflame's products different than them? First, it’s the safety aspect. Whatever ingredients we use, we go through as much as 200 tests to ensure it is completely safe. Two, for 50 years the company has been doing this. Our expertise in working with natural extracts is much better and much stronger when compared to other brands. We spend a lot of time, effort, and money in studying, understanding and implementing these natural extracts and then we give it a formulation. But that doesn’t stop here. We couple up Nature with Science and when we get science to work with nature, we give you the best of performance. Q- Observing the sudden boom in skincare industry, what could be the reason for this? Awareness of the consumers or have brands started to market them well?  Lot of things. Like, there is more money in the market, I understand economical changes, but when compared to 10 to 5 years back, consumers today have much more money. Also, the shift that has happened is greater belief in brands. People feel more safe, comfortable and confident, and the market has used this opportunity to ensure the right communication and message to be given to the consumers. The personal shift I have observed is safety. Women don't only want the product to perform but assurance of safety. They will always hope that it won't damage over a long period of time. Therefore, we spend more than enough effort to ensure that whatever we put in your hand, it is completely safe which is a fair expectation. Q- What all does it take to make Oriflame's products? From start to finish, we are following European Standards. The process, and ingredients used as well. We have banned over 1300+ ingredients because there aren't enough safety tests performed on this. We are extremely watchful and really proud about that. Women want benefit, and we formulate products for benefits, and not only for skin. Most of our products are global. Q- What are the marketing strategies you follow and why? Our business is direct selling business. We don't go to a third-party website or a store to place our products. We only sell through our consultants. When they sell our products, they make money. Our focus will be and continue to be with our consultants and encourage selling more. We are extremely focused on and we spend a fair amount of money and time in Training. If someone wants to talk to you or ask you, they should be able to answer you and explain the benefits of Oriflame's products.  We have a world class website and easy working app for smooth functioning of products and delivery. Q- So, what’s next for Oriflame? The focus is beauty and wellness. Currently, we are more known for beauty, and wellness is a new category. A lot of new science and research which we have been studying has given us a good indication that your beauty is not only dependent on what you apply, it is a lot to do with what you eat and there are supplements which can help make you beautiful- outside and inside. Now our attempt is to be both a beauty and wellness company.[/vc_column_text][/vc_column][/vc_row]