Oriflame to enter oral care and wellness sector

Oriflame India, a wholly owned subsidiary of Oriflame, plans to venture in to the oral care and wellness sectors in early 2009.

The first product will be a toothpaste which will be launched in the first quarter of 2009.  The company intends to spend one-third of the overall marketing budget on the oral care and wellness sectors.

Devapriya Khanna, national marketing manager, Oriflame India, said, "The reasons for venturing into these segments are in keeping with Oriflame's strategy of first focusing on external beauty and now on internal beauty. The overall positioning of the wellness products has two parts – one is beauty from within and second is get into your favourite dress."

He further said, "We don't have an ad agency. The BTL and print ads are being done in-house. We will spend 5 per cent on marketing out of the total investment made in India. We will be promoting our products through events, media tie-ups, OOH, in theatre, outdoor, etc. We will be doing select print advertising through women's magazines. Direct marketing strategy will be a part of our BTL mix."

The company plans to launch over 400 colour cosmetics and fragrances in early 2009. Being our direct selling company, the marketing is segmented and focussed and has over one lakh consultants. Oriflame plans the marketing initiatives on the basis of identifying key markets and key audiences.

"Delhi is our biggest market that we are targeting. We will also target eastern and northern parts of India. We are not focusing on the southern markets right now. We are targeting consultants as well as end consumers," Khanna further said.