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Wednesday, March 22, 2023

Oriflame celebrates 25 years of their India journey

Oriflame, a Swedish direct-selling beauty brand that operates in more than 60 countries, is celebrating 25 years of the brand’s journey in India through a campaign, titled #BeautifulBeginnings, conceptualised by VMLY&R India, an award-winning brand experience and customer experience agency. Oriflame launched the celebrations by hosting one of their biggest virtual events ever — a 1-hour YouTube Virtual Live Mega Event, where they released a new brand film, shared their experiences, recognized top performers, announced Mega Online Contest winners, and raised a toast to their journey so far.

#BeautifulBeginnings was part of the 25-days celebration on Oriflame’s social-media handles with a 6.2M reach and 500,000 engagement. The virtual event drew in an online presence of over 50,000 viewers. One of the highlights of the campaign was the celebratory AR filter on Oriflame’s Facebook and Instagram handles, which encouraged user engagement on their pages and also caught the attention of many young audiences to attend the Virtual Live Celebrations. The filter captured an impression of over 500,000 visits.

The story of Oriflame’s journey was presented in a 2-minute brand film that described the lifestyles, entrepreneurial opportunities, and financial independence of the Oriflame community, which includes a wide demography of professionals, homemakers, and men and women of different age groups. In the last phase of the campaign, the brand team released a second film that highlighted various social initiatives, such as Oriflame’s global efforts to create a sustainable environment, foster fair-trade practices with farmers, and the company’s collaboration with Deepalaya School to educate girl children since 2006.

Throughout the campaign, the company also conducted special giveaway-contests for their consultants and digital audiences that led to higher user engagement on their channels. Oriflame collaborated with several beauty influencers and digital leaders like Nitibha Kaul, Niki Mehra, Srishti Agarwal, Ankita Rai and several others with a 25th year anniversary celebrations box. The box presented a gist of the brand’s history, their environmental initiatives, and products history.

Naveen Anand, Senior Director, Marketing, Oriflame India

Speaking about their digital initiative, Naveen Anand, Senior Director, Marketing, Oriflame India, said, “The world has already stepped into the digital world and are loving the experience. If you are not interacting with them digitally, you’ll miss out when they are making purchases. Over the years, our digital presence has helped us get more closer to our audiences and increase our userbase incessantly.”

Talking about the conceptualization of the campaign, Amandeep Singh, Business Director, VMLY&R Delhi, said, “The secret sauce for Oriflame’s massive digital community and engagement is their curiosity to leverage every possible medium vividly, be it engaging in moment marketing, exploring a new platform feature or even an AR filter, especially during lockdown makes them stand-out in the industry. Digital is just the way our audience communicates now. 25-year celebration of Oriflame in India is very special for us, and the team wanted to ensure we give best ways for our community to express themselves. We are proud of partnering the client team to create Oriflame as a ‘Connected Brand’.


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