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Oriflame to launch new range of men’s cosmetics

25-August-2004
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Oriflame to launch new range of men’s cosmetics

Swedish cosmetic manufacturer Oriflame India is planning to launch new products in the men’s range by the end of this financial year. Managing Director Thomas Ekberg says the new men’s range will include after shaves, perfumes and toiletries. A new skin whitening range, targeting women, will also be launched shortly, he informs.

Elaborating further the company’s business in the country, he said skincare products contribute to about 30 per cent to the annual sales. The Asia region contributes around five per cent to the annual turnover of € 652 million. As far as marketing of the products is concerned the player uses a direct marketing approach. The comapny has over 15 lakh consultants across the globe he said.

For advertising the various cosmetics range, mainly below-the-line activities are used. Elvie Fashion Show is being organized across nine cities in the country. The first show will be organised in Bangalore on September 3 followed by Guwahati , Delhi, Ahmedabad, Chennai, Pune, Mumbai, Kolkata and Lucknow. These events would be attended by over 10,000 consultants and their associates. In all, these events would not only create a brand loyalty among consultants but would also help in brand building and brand positioning, Ekberg added.

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