Oriflame is a Swedish-Swiss multinational MLM company founded in 1967 that sells beauty and personal care products. It has over 6,000 employees and operates in over 60 countries, marketing its products through over 3 million brand partners. Oriflame is committed to CSR initiatives focused on education for children and empowering women in local communities. The CSR policy aims to improve quality of life and promote sustainability. Benefits of the CSR policy include positive consumer perceptions that strengthen purchase intentions and acceptance of prices.

1. CSR POLICY
ORIFLAME THE COSMETICS COMPANY

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ABOUT THE COMPANY
 Oriflame Holding AG is a Swedish-Swiss multinational multi-level marketing
company, that sells beauty and personal care products.
 Oriflame was founded 1967 in Sweden by brothers Jonas of Jochnick and
Robert of Jochnick, and Bengt Hellsten.
 The head office of Oriflame is located in Schaffhausen, Switzerland, with a
registered office in Stockholm, Sweden.
 The company has approximately 6,000 employees, 1,000 products and a
turnover of over 1.3 billion Euro.
 Oriflame operates in more than 60 countries
 its beauty products are marketed by over 3 million Oriflame Brand Partners.
 Marketing and sales are done online:
o during 2019 96% of the company’s global orders were placed online,
55% of which were placed using mobile devices.
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CSR POLICY OF THE COMPANY
 The company is strongly committed towards
o improving the quality of life of people in the community in which we operate
o believing in the same we feel that the children and women of today should be empowered by
imparting education and this would itself lead to overall development of the society.
o We wish to be a Company which is respected by people for its commitment towards social
causes.
o Oriflame aims at focusing on child education
o The primary mission of Oriflame’s community involvement is therefore to help the children and
young women in India by offering them various educational initiatives.
o Oriflame aims to promote the awareness and practice of Good Corporate Citizenship by making
business become an integral part of society where people have access to resources to make
informed choices and decisions towards a more humane and compassionate society.
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• Formulating and recommending the CSR Policy of the
Company and any amendments thereof to the Board
• Recommending the amount of expenditure to be
incurred on each of the activities to be undertaken
annually as per the CSR Policy;
• Implementation and monitoring of CSR projects or
activities of the Company by following a defined
monitoring process for the same. The CSR Committee
shall meet as and when deemed necessary.
• The CSR Committee may invite Senior Management
Employee, Executives, Advisors, representatives of
Social Organizations, of the Company and such other
person (s) as it may consider necessary to attend the
meeting.
• Ensure that all activities as per the CSR policy shall be
undertaken within the territory on India and preference
is given to the local areas of operation of the Company
and that such activities are not in the normal course of
business of the Company.
• Ensure that surplus if any that arises from the projects/
activities under the policy shall not form a part of the
business profits of the Company
RESPONSIBILITY
OF CSR
COMMITIE
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BENEFITS OF
CSR POLICY
• The consumer evaluation to the Oriflame CSR
progants has been identified as having a real
influence on the consumer perceptions of the price.
This means that the consumers are likely to accept
the price set by Oriflame when consumers
appreciate the CSR programs.
• The application of CSR by Oriflame is seen as a
concern for the environment so that the consumers
could accept the set price of the Oriflame cosmetics
as it gives positive perception to the consumers
regarding the good intention of Oriflame to be
environmentally responsible
• When the consumers accept the price set by
Oriflame, the purchase behavior intention turn
stronger
• This means that the existence of the trust and price
fairness could strengthen the influence of CSR on
purchase intention, as the CSR does not directly
affect the purchase intention.
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COMMITMENTS TOWARDS SUSTAINABILITY
Here are 5 of oriflame’s many initiatives to lessen impact on the planet.
1) Eco Beauty range does more than just care for your skin - it changes lives. In the farming communities
where we source the coconut oil for Eco Beauty, the proceeds from sales provide training in biodiversity,
organic farming and natural resource management, and empowering women.
2) Microbeads
Oriflame only use biodegradable, natural-origin beads in all of our exfoliating products.
3) Wellness Factory
Our Wellness factory in Roorkee, India has roof-mounted solar panels to use the sun to reduce power
consumption.
It has earned LEED® (Leadership in Energy and Environmental Design) Gold certification.
4) Childhood Foundation
It is committed to donate €1 million to the World Childhood Foundation through sales of Tenderly Promise.
5) Recyclable Future
In 2016, 99% of their catalogue paper came from credibly certified forests.
stopped more than 96% of our manufacturing waste from going to landfills.
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SWOT ANALYSIS
1) STRENGTH: Easily available products in residential areas, at parlours and
sold by people whom customers know and trust. Release catalogues frequently
with offers on products. Customers get help from sponsors who help them as a
consultant choose product according to their skin type, climate etc. Established
brand name for 43 years. Provides natural beauty products through an
independent sales force of over 3 million people.
2) WEAKNESS: Lack of promotional activities through mass media. Depends on
the network of individual sponsors on most of its distribution and available in
very few stores.
3) OPPORTUNITIES: Develop deeper distribution network. Expanding in rural
areas. Investing in R&D, launch of new products through innovation.
4) THREATS: Aggressive price competition from local and multinational players.
Availability of cheap beauty products. Presence of many established brands at
one place in the stores thus giving customers variety.
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THANK YOU
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