Top Companies Report

12. Oriflame

August 11, 2011


Anti-aging is big at Oriflame with Bio Clinic Lifting Power Concentrate.

Sweden

www.oriflame.com


Sales: $2.0 billion


Key Personnel:

Magnus Brännström, chief executive officer and president; Jesper Martinsson, chief operating officer; Gabriel Bennet, chief financial officer.


Major Products:

Color cosmetics, skin care, personal care, hair care, fragrance, accessories and wellness supplements.


New Products:

Endless Mascara, 2FX Mascara, Wonderlash Intense Mascara, Midnight Pearl for women, Flamboyant for men, Ecollagen (relaunch), Tender Care (relaunch), Voyager Eau de Toilette, Bioclinic Lifting Power Concentrate Da, Silk Beauty (relaunch), Feminelle intimate wash for women, Bioclinic Lifting Super Rich Repair Night; Perfect Body Visible Re-Contouring Serum.


Comments:

Oriflame, founded in Sweden in 1967, sells beauty products in more than 60 countries via a sales force that numbers approximately 3.6 million consultants. In 2010, sales rose 8% in local currencies (15% in Euros) to $2.0 billion. Adjusted net profit amounted to $170 million, according to the company. For the full year, Oriflame’s sales were split as follows:

• Color cosmetics 24%

• Skin care 22%

• Fragrances 21%

• Personal and hair care 20%

• Accessories and wellness 13%


On the new product front, Oriflame has rolled out its first cosmeceutical line, Bioclinic, a premium range that is said to capture the best of advanced science to free skin from common problems such as reduced elasticity or dilated capillaries. The first two treatments in the collection are Bioclinic Lifting Power Concentrate Day and Bioclinic Lifting Super Rich Repair Night, which calm signs of inflammation on a cellular level and reinforce the skin’s own defenses. The formula is enhanced with Cell-Innov technology, which features retinol.


Anti-aging and cosmeceuticals are big, but Oriflame has had success in the eye area as well. The firm sold more than 1 million units of its new Endless Mascara during the fourth quarter of 2010 alone.


The direct-selling beauty firm started 2011 on a positive note; for the three months ended 31 March 2011, Oriflame’s sales rose 7% in local currencies (10% in Euros) to $525 million. Iran represented 2.5% of total sales in the first quarter 2010, but the unit was effectively closed in the third quarter of 2010 following issues in the country in which state officials closed the company’s operation in Teheran and detained staffers.

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