Oriflame Cosmetics SA in Beauty and Personal Care

July 2016

Oriflame Cosmetics SA, the Swedish producer and direct seller of beauty products, has seen its sales heavily impacted by falling values in Russia, its largest single market. This has pushed the company to develop new international markets, and it has grown sales at high speed in markets including China and India. Market entry into Brazil and the US may be the next moves. At the same time, the company is developing a stronger skin care offer, with a more clinical position.

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Overview:

Euromonitor International's report on Oriflame Cosmetics SA delivers a detailed strategic analysis of the company's business, examining its performance in the Beauty and Personal Care market and the global economy. Company and market share data provide a detailed look at the financial position of Oriflame Cosmetics SA, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Oriflame Cosmetics SA.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of Oriflame Cosmetics SA provides strategic intelligence on:

  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Beauty and Personal Care research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Introduction

Scope

Strategic Evaluation

Key company facts
Snapshot: Top countries and categories
Eastern Europe problems offset by growth in new markets
Sales, consultants nosedive in CIS
More of the same in 2015
Oriflame continues to innovate in digital strategy
SWOT: Oriflame Cosmetics SA
Key strategic objectives and challenges

Competitive Positioning

Oriflame’s sales model and geography hamper competitiveness
Direct selling suffering from changing consumer habits
Competitive leaders hedge by broad global footprint

Market Assessment

Oriflame absence from key markets is a factor in struggles
Limited direct selling presence
Oriflame may need more market-specific approaches
New markets deliver for O riflame

Geographic and Category Opportunities

Eastern Europe: Opportunities better outside Russia
Russian recession and down-trading may offer opportunities (1)
Russian recession and down-trading may offer opportunities (2)
Time to widen Latin American presence
Latin American obstacles worth the attempt
Mexico recovery sees Oriflame well positioned for growth
Asia Pacific offers Oriflame dynamism
Indian growth based on tier II and tier III cities
Indonesia booms for Oriflame
Skin care focus pays dividend in China
MEA dynamism offers opportunity
Oriflame looking to add function and footprint to skin care
Sales model may need widening

Brand Strategy

Oriflame umbrella over large group of brands
Natural, organic, ethical, Swedish: Oriflame

Operations

Operational focus shifts east

Recommendations

Rebuild in Eastern Europe and focus on developing markets
Change of focus from Eastern Europe
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