Oriflame makes a
UK come-back

The brief

To re-launch Oriflame into the UK and increase awareness of the brand, positioning it as a leading beauty company. In addition, raise awareness of Oriflame as a self-employment opportunity.

Our approach

We created a cross channel campaign in the UK and Ireland from September to November to create immediate and long term impact, putting the products directly into people’s hands.

We launched a roadshow of universities across the UK (& Dublin) during Freshers’ Week, handing out product samples and signing up new recruits to Oriflame’s consultant programme. In total over 1,800 people were introduced to and engaged with the brand.

We also identified ‘mumpreneurs’ and mummy bloggers as a key audience to engage with about Oriflame’s flexible working opportunities. We secured sponsorship of the ‘Best Saleswoman’ category in the Mumpreneur UK Awards and had a presence on the day of the awards, introducing the brand and products to our target audience. In addition, we sponsored the MADS (mummy and daddy blogger awards), showcasing Oriflame’s products through one-to-one make-overs to the finalists.

In Ireland, we attended two large consumer exhibitions; Woman’s World at Ploughing and the Ideal Women Show, to showcase the brand, products and income opportunities. Both events were under-pinned by a sub-campaign; Cash for Wonderlash, which saw us raising funds for the Irish Youth Foundation by ‘selling’ Oriflame’s best-selling mascara to stand visitors in return for a donation. In total €3,033 was raised and thousands of people were introduced to Oriflame.

We showcased the brand to key, top tier press by hosting a Make-up Bar at Fashion Monitor’s Style Lounge during London Fashion Week A/W13. The lounge offered a retreat for press and stylists to relax between shows and get their make-up refreshed or completely made over using Oriflame’s range of make-up products.

We also engaged with key beauty bloggers by hosting our own blogging make-up masterclass event in Dublin and by attending events hosted by beauty bloggers themselves in London and Leeds.

Results

In the space of four months we showcased the brand to thousands of new people, travelling a total of nearly 6,000 miles and covering four countries, handing out over 8,000 product samples to interested parties and signing up over 1,000 people interested in becoming a consultant.

Supported by ongoing press office activity, we generated a PR value of £2,498,841 (ad value £793,393.23) with 23,112,680 opportunities to see. Coverage included a video on The Daily Mail online, Prima and Vogue.

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