The beauty industry is finally becoming aware of its impact on the environment. Every ingredient, every raw material, every manufacturing method and every delivery mechanism is scrutinized to make sure it doesn’t add to the burden of the planet.

The beauty industry is finally becoming aware of its impact on the environment. Every ingredient, every raw material, every manufacturing method and every delivery mechanism is scrutinized to make sure it doesn’t add to the burden of the planet. In addition, the impact of COVID-19 on the beauty and wellness industry has been numerous. Several brands are focusing on strengthening their digital presence to reach their consumers. A conscious shift towards wellness and an increased need for products to improve health has been witnessed as people become more concerned about their immunity and overall health and well-being. Speaking to FinancialExpress.com, Swedish beauty brand Oriflame India’s Vice President & Head of South Asia & MD, Frederic Widell spoke about the latest beauty and wellness trends and Oriflame’s efforts for women’s empowerment and sustainability in the industry. fragments:

What is the impact of Covid-19 on the beauty & wellness industry? What was Oriflame’s USP during Covid?

The impact of COVID-19 on the beauty and wellness industry has been many. In terms of reaching customers, several brands, including Oriflame, have strengthened their digital presence. Oriflame showed how wonderfully a direct selling brand can turn into a social selling brand. While we have already been active on digital platforms, we have created a massive digital presence and provided our brand partners with all the tools they need to succeed in their online business. As we turned our sales approach, we also understood how demand for wellness products skyrocketed. People are actively interested in filling the nutritional gaps in their lives and boosting their immunity. It is for this reason that we focus our energies on Oriflame’s wellness category. With products inspired by nature and powered by science, we are well on the way to helping people achieve their holistic beauty and wellness goals.

What is your opinion on sustainability in the beauty industry? How does the industry become environmentally friendly?

The beauty industry is finally becoming aware of its impact on the environment. Every ingredient, every raw material, every manufacturing method and every delivery mechanism is scrutinized to make sure it doesn’t add to the burden of the planet.

For over ten years, Oriflame has been systematically reducing the impact on nature, which holds a very special place in its heart. With this love and commitment to nature, the brand has identified and understood its impact on the world around us – within Oriflame’s own operations and across the value chain. From this foundation, Oriflame has built a holistic sustainability strategy with a focus on climate, water and forest.

Oriflame uses 100% natural origin exfoliants such as almond peels in their exfoliating products that don’t pollute the Earth’s oceans. It also chooses to use biodegradable ingredients in its Love Nature rinse off products and masks. The production units recycle and reuse water, while rainwater is carefully collected.

Oriflame believes in a different and unique idea of ​​beauty. Beauty by Sweden is not just about how you look, feel and behave beautifully. Oriflame has achieved an absolute reduction of 76% in GHG emissions since 2010. Since 2018, it has been using 100% renewable electricity in all Oriflame managed locations.

Oriflame has planted and protected 6 million trees in reforestation projects. By 2020, 99% of paper, cardboard packaging and catalogs came from credible, certified sources. In this way, the brand reduces CO2 emissions and allows people to breathe the fresh air freely.

Can you also shed light on changing consumer behavior and habits in the beauty industry in recent times?

We see customer preferences evolving. People are more concerned about their immunity and overall health and well-being. There is a conscious shift towards wellness and an increased need for products that can improve their health. Wellness supplements have seen skyrocketing demand from our consumers, and we’re responding by developing premium wellness offerings inspired by nature and powered by science.

How do you define the Indian market compared to other global markets when it comes to meeting consumer expectations? And what is your marketing strategy in India?

The new age consumers around the world and in India are now placing great emphasis on natural ingredients. They are looking for products that are safe and effective. At Oriflame, we’re committed to making sure we offer world-class products that are safe, reliable, 100% GMO-free – good for you and good for the planet.

In terms of product trends, we have seen a growing focus on health and wellness products in response to the pandemic. While beauty is at the heart of Oriflame, we are committed to introducing more health and wellness products to meet burgeoning consumer demand.

As digital platforms become more popular than ever, the brand has shown how beautifully a direct selling brand can transform into a social selling brand. We continue to provide our brand partners with all the tools they need to thrive as social entrepreneurs: through digital events, online expert sessions, e-learning courses and webinars. This provides an opportunity to network with mentors, connect with clients and grow as entrepreneurs – in this digital age.

Swedish beauty brand Oriflame India's Vice President & Head of South Asia & MD, Frederic WidellSwedish beauty brand Oriflame India’s Vice President & Head of South Asia & MD, Frederic Widell

How has Oriflame used its existing relationship with its customers to take the plunge into the world of wellness?

We are a social selling brand that works with brand partners who have their own independent businesses. Seeing wellness as a rapidly growing category, we decided to introduce products in this space to help our brand partners create an even stronger business. While we are known for beauty products, new age customers understand that health is a major contributor to beauty. This is the idea behind our plunge into the world of wellness.

In addition, 90% of our brand partners in our company are women. And we understand that women play a vital role in household decision-making. We understood that for wellness offerings to enter the household, it must go through the women of the house, be they mothers, wives or daughters. So our existing business model has contributed significantly to our quest for health and wellness.


How Oriflame is reinventing the beauty world and empowering women?

The dedication to improving the quality of life for people stems from the opportunity Oriflame creates. With no investment or expense, women can set up their own businesses and make their dreams come true. Women are an integral part of Oriflame’s journey in India. It offers them a unique, self-actualizing business opportunity – allowing them to earn, build their own business, travel the world, meet new people and be part of a fun, caring and friendly global community. Our commitment to women’s empowerment is also reflected in our long-standing 16-year partnership with Deepalaya. Oriflame has supported the education of more than 9,000 girls in Deepalaya schools in Okhla and Nuh district in Haryana. In addition, Oriflame has helped Deepalaya build a three-storey school building in Nuh, one of the most backward districts of Haryana. This school will provide education to more than 3000 children in the coming years.


This post ‘Growing focus on health and wellness products in response to the pandemic’ was original published at “https://www.financialexpress.com/lifestyle/growing-focus-on-health-and-wellness-products-as-a-response-to-the-pandemic/2466703/”

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