Oriflame bets big on ATL; signs Ignitee as digital partner

Soon after awarding its media mandate to Starcom, the cosmetics company has roped in Ignitee to handle its digital campaign.

After having reached out to its target group through various below-the-line activities for over 14 years, cosmetics company Oriflame is now placing increased emphasis on above-the-line communication.

Having recently announced Starcom Worldwide as its media buying partner, Oriflame has now brought on board Ignitee Digital Solutions to handle its digital campaign. The business will be handled out of Ignitee's Delhi office.

With direct selling as its business model, Oriflame spends a large portion of its turnover on advertising and BTL activities, such as training, workshops, catalogues and on-ground activations.

Talking to afaqs! about Oriflame's decision to take ATL seriously, Sharmili Rajput, marketing director, Oriflame India, says, "We have done rather well in the country in the last 15 years. Oriflame in India has been growing at a rate of 40 per cent in the last few years. There comes a time in the business, where the number of consultants is large enough and one can create communication with large impact for customers to find the products easily."

About choosing Ignitee, Rajput adds, "We spoke to three or four agencies before we chose Ignitee. We were impressed by their creative inputs and strategy, and also the numbers that they promised when it came to hits on sites such as Facebook and YouTube."

The focus will be on the social networking space, where the company is betting big to find its target audience. Shankar B, chief operating officer, Ignitee Digital Solutions tells afaqs!, "We presented the best of our creative strategy. Having found the category to be highly competitive, we found it to be one where a lot is possible with the digital medium. Our immediate mandate is to start big on the social networking area." Along with digital, the focus on print and BTL activities will continue.

Oriflame has employed a different strategy in India, compared to what it does globally. For example, in Russia, Oriflame invests heavily on television. In India, however, where companies prefer television more often than not, Oriflame is not particularly keen on the medium. "At this point in time, we see better results with print rather than television," remarks Rajput.

Oriflame initiated its full-fledged advertising campaign in the last quarter of 2010, where its key products were promoted through leading fashion and women's magazines. The products highlighted included Diamond Cellular Anti Ageing Cream, the Royal Velvet range, Triple Core lipsticks and the Pure Nature Aloe Vera and Arnica range.

"After having got into ATL in October last year, we have received a positive response and our brand recall has been high. Our communication will be product led. What we essentially try to do is focus on our best selling products. It showcases our expertise in each segment," Rajput says.

The company is looking at the youth more seriously than ever with packages and products tailored to suit the young. Its upcoming 'Dare to Be' campaign is also a youth marketing initiative. This initiative will witness a lot of on-ground activation, with radio being an important media vehicle as well.

Celebrity endorsement has also been a part of the company's marketing plans in other countries. In India, however, Oriflame does not have any immediate plans to sign a brand ambassador. In the past, the brand has associated itself with actress Malaika Arora Khan, who was used for photo shoots, catalogues and appearances at events.

In 2009 and 2010, Oriflame signed models such as Uvika Choudhury, Mini Mathur and Navina Bhatia for catalogues and various products. The brand has also continued its association with fashion designer Rohit Bal.

In addition to revamping its communication strategy, Oriflame has also redesigned its logo. "Our new logo is to be in sync with the times. It looks more contemporary and modern," Rajput says.

The logo has been designed in-house by Oriflame's global office, as is most of the brand's creative work. Rajput adds that a creative agency would be brought on-board in the future.

Oriflame was founded in 1967, and is now an international beauty company selling direct in 62 countries worldwide. Its portfolio includes Swedish natural, innovative beauty products, marketed through independent consultants.