Oriflame Holding AG

Oriflame Holding AG Overview

Company Headquarters: Schaffhausen, Switzerland

Founded: 1967

Workforce: ~6,000

Company Working: Oriflame Holding AG is a Switzerland-based company specializing in manufacturing beauty and cosmetic products. The company specializes in the NovAge skincare range, makeup range, face care range, spa range, and beautitanicals. It sells its products in more than 60 countries across Europe, Africa, Asia, and Latin America. The company has 1,000 product offerings and product categories. The company provides skincare products that include facial moisturizers, anti-agers, toners, cleansers, acne treatment, face mask hand care, sun protection, and male skincare cream, the other segment wellness products include nutritional shakes, vitamins and dietary supplements, and weight management and the wellbeing products include color cosmetics items such as foundations, lipsticks, mascaras, eyeliner and eye shadows, powders, bronzers, and nail products, the fragrances products such as colognes, perfumes, aromatherapy oils and body sprays, and eau de toilettes, the personal and hair care products, such as toothbrushes and toothpaste, shampoos, conditioners, deodorants, bath and shower gels, bar soaps, hair styling, and foot care, and the accessories products include fashion accessories, beauty tools, wellness accessories, and men accessories and jewelry, as well as essential oils. The company sells its products under the name NovAge, The ONE, Giordani Gold, LOVE NATURE, SWEDISH SPA, Beautanicals, and Baby O with Swedish oat oil.

Strategy

Oriflame Holding AG's primary strategy is to offset devaluations primarily through price increases. Furthermore, the company aims to continue to drive a positive mix effect across the business. The mix is expected to be a combination of geographical and product mix, mainly driven by the focus on skincare brands. This is evident from its product launches. The company follows up a few of the company standards are Eco-Ethical Screening, in this process all the ingredients undergo the exclusive screening process to assess their quality, source, quality, and safety. So that consumers could get great products that are not only safe to use but created in a responsible way. We never use ingredients from endangered sources. Natural Extracts are being used by a company that offers powder and purity of nature. 100% of the products are developed without intentional GMOs. The company also uses independent laboratories to test the product formulations on healthy human volunteers, which confirms that the product is safe and secure to use.

Company Snapshot

$723.56M

Revenue

6,000

Employees

1967

Founded

Schaffhausen, Switzerland

Headquarters

SWOT Analysis

Strengths

Strong revenue growth increases the company’s ability to allocate adequate funds for its future growth prospect
Oriflame is one of the well-known direct-selling companies in the world
The company works since 1967 and has a strong presence in the cosmetics industry
It has a priority, which is the focus on natural ingredients
The company’s products portfolio includes skin care, color cosmetics, personal and hair care, accessories, fragrances and wellness products.

Weaknesses

The company lacks favorable scale of operations in comparison to its competitors
Lack of promotional activities through mass media.

Opportunities

Positive Outlook for the Global Fragrances Market
Growth in Global Makeup Market

Threats

Intense competition
Changing Consumer Preferences
Aggressive price competition from local and multinational players
Presence of many established brands at one place in the stores thus giving customers variety

Product Offering

Oriflame Holding AG
- Mascara
- Global Mascara Market

Financial Performance

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