Oriflame turns to essential oils for added dimension
products called Indulgence, combining essential oils and
all-natural products. Tapping in on the premium end of the mass
market, the line is said to focus on giving consumers a
'multi-sensory' experience.
"The indulgence range is the answer to many consumers desires to discover new experiences and sensastions," Oriflame spokesperson Eva Roberti told Cosmeticsdesign.com. "Our aroma care series focusing on aromachology science have proved extremely successful. But with the Indulgence range we aim to go beyond science, adding emotional values. In doing this we have considered the way the products look, feel and smell."
Aimed at women aged between 20 and 45, the range of cosmetics and toiletries is targeting a growing market, where consumers are looking for products to pamper themselves and aid relaxation.
The range includes Relaxing Eau de Toilette, Pampering Meringue Wash, Revitalising Body Polish and a Whipped Body Cream that contains extracts of Icelandic moss. Roberti says that the range will be launched in all 55 of the company's current markets, and will be available both through existing retail outlets as well as from the company's catalogue mail order service.
More products are mooted for launch during 2005 to add to the toiletry and fragrance line, although their exact market launches will depend on the success of the current lines. Besides being marketing through the company's catalogue, the new line will also benefit from a multi media advertising campaign.
Launched in the late 1960s, Oriflame has built reached a €652 million annual turnover using its direct, independent sales channels relying on 1.5 million international sales consultants working out of the 55 markets it is represented in. Its core focus is high quality skin care products formulated from natural ingredients.
Although industry observers have suggested that the future growth of essential oils in cosmetics may be hindered by a lack of consumer awareness, the strong growth in the use of such oils for mass market cosmetic purposes has continued since the late 1990s. However, experts also agree that the use of essential oils in cosmetics could continue to grow as consumers increasingly search for cosmetics with natural ingredients.
