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Oriflame plans to extend men’s cosmetic range

24-September-2004
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Oriflame plans to extend men’s cosmetic range

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

Elaborating further about the company’s business in the country he said skin care products contributes about 30 per cent to the annual sales. The Asia region contributes around five per cent to the annual turnover of € 625 billion. As far as the marketing of the products is concerned the player uses a direct marketing approach. In India the strength of its consultants was over 1,000, he said.

For advertising the various cosmetics range mainly below the line (BTL) activities are used. “Elvie Fashion Show” is being organised 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 will be attended by over 1000 consultants and their associates. All these events will not only create a brand loyalty among consultants but will also help in brand building and brand positioning, Ekberg added.

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