This document proposes repositioning the Oriflame brand in Greece. Currently, Oriflame has lost its identity as a pure cosmetics company and confused consumers by expanding into diet products. The document recommends refocusing on the brand's original identity of natural, eco-friendly cosmetics. It suggests repositioning the brand to target mature women ages 45-70 and emphasizing the brand's Swedish heritage, natural ingredients, and ethical values. The document outlines new styles for the repositioned brand centered around mature, timeless, and environmental themes to reconnect with consumers and regain Oriflame's identity in the Greek market.

1. Repositioning of ORIFLAME, Hellas.
Name:SettaAikaterini
ID: 130873
Brand BuildinginAdvertising,CN 4313
Professor:N.Dimitriadi

2. Content Table
1. Executive Summary with Current versus Desired Identity………………………………… 1-3
2. Brand Repositioning Styles……………………………………………………………………………... 4-6
3. Brand Repositioning Dimensions……………………………………………………………………. 7-8
4. Brand Repositioning Themes and Usage…………………………………………………………. 9-13
5. References…………………………………………………………………………………………………………. 14

3. Brand Repositioning
Why does the brand need to be repositioned?
Oriflame is a pioneer company in Greece as it is the first cosmetic company that
operates with the pyramid working system. According to Hellenic-Swedish Chamber of
Commerce, “InGreece Oriflame wasfoundedin1993 andcurrently has more than 1.100.000
Consultants.”However,in2015 withAvon’sCompany,whichisasimilaroperatingcosmetics
company in Greece, sales rising, Oriflame has come into a dead end. The company has lost
its identity, which is the pure, ecofriendly, cosmetics industry and has started developing
otherproduct lines aswell.The company itself describes the brand as, “The essence of the
brand is the Swedish heritage of being natural, progressive and ethical”, in the official
website. However, in the current time the brand seems to be very slow in progress and on
top of that theyhave launchedhealthydietproducts havingclearlyconfusedthe consumers.
Movingon, the brandis in a seriousneedof arepositionasithaslostits identityand
lacksof newideas. Currently,alotof dietproducts have beenadded,likenutritionbars,diet
dust and teas, that have confused the consumers as it is no longer a completely cosmetics
company. So, the brand needs a repositioning in order to redefine its goals and regain its
identity. Because of the lack of new and fresh ideas in the brand we should probably
reconsiderourtargetgroup.Oriflame seemstobelongtothe mature agesthat need to trust
the brand that they choose more than anything else. Also, since the products are eco-
friendlyandorganicmayaffectmore the ages 45 to70 as theyseemtobe more mature,and
already have tried plenty of cosmetics brands with various backgrounds.
To sum up,the main reasons for repositioning are that the brand identity has been
lost and consumers do not really know what to expect from us anymore. The main
repositioningmove thatwe are going to make is to reconsider our target group and refocus
again on selling good and qualitative cosmetics.

4. Brand Personality
I believethatthe bestperson toidentifytoourbrandpersonality is Jane Fonda. She
isa verywell-knownactressand a formerfashionmodel thatinher77 yearsstill looksyoung
and well pampered. She is a woman that promotes beauty as much as the woman’s needs
and values.She fitsperfecttoour brandidentityasourproducts are environmental friendly
and have a mature and classic aspect on them. We care to be everything that a woman
wants and work to make them show the age that they feel like. So, Jane Fonda is the best
personto characterize our brand characteristics, as she is the ideal image of every woman,
which is to grow up and still look as fresh and young as Jane Fonda does.
Also,anotherimportantaspectof her character is that she is an activist as well. She
isa womanthat promotesherrightsand care for the world as much as her looks. Especially
in a time where consumers care a lot for the long term aspects that a brand can affect.
Accordingto the “Journal of CustomerBehavior”,publishedin 2014, “Increasing numbers of
consumersare interestedingainingbetterunderstandingof the consequencesoureveryday
productshave,bothshort-termandlong-term, onthe planet,aswell asonour physical well-
being”. So this is a perfect fit for our eco-friendly products that are not tested on animals
and our main goal is to satisfy the women needs in the most pure and simple way.
At last, another common characteristic with our brand character is the way she
reflects the meaning of beauty. She always uses to dress fashionably but yet simply and
everytime doeshermake upina classical andlighttone. Oriflame is also promoting a more
timeless line,withearthycolorswithinitandnotsomethingtoomodernor too hippie. Also,
it isimportantto state that as a companywhocares about the environment,we always look
for new ways to achieve our goals, by incorporating more natural ingredients and more
effectiveaswell.Due to“Beautyingredientinnovationsandtrends”,itiswell supportedthat
hydrated skin is number one need especially in the winter time, “product developers are
addinghyaluronicacidandrich pigmentstoformulationstocreate a hydrated,healthy look,
combined with primers that are breathable and moisture-locking.”. As I said before, our
maintarget audience ismature women and our main goal is to make them feel good about
themselves, by accepting and endorsing it. We have no purpose to “transform” them to
something that they are not or feel uncomfortable being, but make them feel good and
pampered.

5. In conclusion,the brandadjectivescan easily be identified with our representative
character. Firstly,maturityisnumberone andbothourtarget groupand our character are in
a mature age. Also,Jane Fondahassome activiststandstowardsenvironment and women’s
rights, so it is also a perfect match for our company’s personality. At last, the timeless
characteristic exists, by the safe made choices and the fact that a woman in an older age
should keep it minimal and qualitative.
Mission– Our main mission is to succeed in becoming known for our ecofriendly character
and be easily recognized for that. We want women to see themselves that we are a hard
working company for their satisfaction and we provide the best technological and natural
products at the time.
To be more specificsome of the objectivesthatwe are targeting to achieve in the next year
are:
1. Be recognized for our new identity
2. Raise profits over 3%
3. Have more requests from women to being representatives
4. Findmore formulastocreate natural productsand create some new additions as well
Vision– Our longterm visionistobecome the bestcompany that sells natural products and
be recognized for our quality and efforts.

6. New Styles
1. Mature
Sight:warm earthy colors (green, brown, bamboo)/
(Shapes:geometrical,structured.)
Scent: slightly scented / sweet scent / natural.
Touch:wooden,bamboo (natural touchnothing
synthetic).
Hearing:(thereis no specific area where wecan add the
hearing factor)
2. Environmental
Sight: earthycolorsthat remindof the environment
(woodencolorsmostly).
Scent: natural scentsand veryenvironmental(ex.Breeze,
ocean,flowersetc).
Touch: lotsof woodsinthe packaging(the packagingcould
be recycledas well).
3. Timeless
Sight: nature and earthycolorsare alwaysinfashion.
Scent: calmand discrete scents.
Touch: woodenmaterial touchisalwaysa timelesschoice.
Combiningthe NewStyles
Our goal for the newbrand isto make it look deluxe and yet very accessible. That is
why we are using natural colors and materials, in order to also show our environmental
concerns and love that we give to our products. Our main idea is to protect animals and
avoidpollutingthe environment by creating herbal products that are eco and skin friendly.
So, everything must be combined in order to create products that have to offer a great
variety of uses and they are also very carefully produced.
Moving on to the actual styles, sight is the colors that are combined to give an
earthy tone to the whole product image. We will use brown, green and wooden-bamboo
tonesthat connectwithall of our adjectiveswhichare mature,timelessand environmental.
For the mature aspect of the brand we need to use colors that are simple and classic that
will smoothlyboundtoourcustomer’saesthetics.Moreover, the specific selection of colors
is fitted for the environmental aspect as well. Since we are talking about protecting the
environmentandproduce animal testingfreeproducts,we shouldalsouse brownandgreen
to highlightthisside of ourcharacter.At last,itshouldbe stated that this selection of colors

7. is all time classic and never goes out of fashion, so it is also bound to the timeless
characteristic as well.
Within the sight aspect, packaging shapes are also included and might also be the
most important part of a product. According to “Color Cosmetic Packaging and Today’s
Consumer”,the packagingmightevenbe the onlyreasonwhyaconsumerbuys the product,
“The package isthe critical touch pointandshouldbe the distilledexpressionof the brand.”.
So the shapes that we are using are geometrical like squares, circular and octagonal
packages. This way we are holding onto our image the timeless part and shapes like these
can hardly go out of fashion or seem of a specific style other than a classic natural shaped
one. Also, those types of shapes include the environmental and mature characteristics in
them,as well.Itisenvironmental because of the natural shapes and nothing is too extreme
or too modern,everythinghasasmoothenvironmental touch to it. At last, they are mature
as well because the packaging has nothing too fancy on it.
Moving on to the scent element, since our brand does not have a representative
retail store to sell the products and our transaction policy is by ordering online and mailing
the productsat eachcustomer’splace of selection,we have embedded oursmellswithinour
products. The most important smell representative will be our perfumes and they are all
going to be of a soft and light odor. We will be producing perfumes that will have a light
smell but yet easy to be identified and the perfumes will definitely be naturally made
without any artificial odors. Most specifically some of the ingredients that we are going to
use are jasmine,chamomile,lavender and citrus. In terms of the maturity aspect, the smell
is light and gives an element of delicacy. The environmental aspect is supported by the
ingredientsof the perfumes and the overall smell, which is natural and flowery. At last the
timeless aspect is bound to the fact that our smells are light and natural being able to
remain throughout the time and fashion changes.
The touch elementisgoingtobe separated into two categories. The first one is the
touch of the packages and off course the actual feel of the products, for example whether
they are cream based or dusted. Starting off with the packaging, our compact product
packagesare goingto be by bambooor lightwoodwhereasthe tubes are from plastic but it
is made out of recycled materials and can also be recycled after the use. The maturity
element can be found within the use of those materials as they are classic and perfectly
representsthe personality andsense of style of a more mature woman. The environmental
role, comes where the packaging is made either by natural material (wood) or by recycled

8. plastic and off course it is highlighted by the fact that both types of packaging can also be
recycledin the future aswell. The timeless aspect is also, found in the material that we are
usingand inthe fact that recyclingisthe mosteffective andwell known way to save natural
resources.
The second category is actual product form, we are going to make them cream
basedbutalso, addinga dusty finish. More specifically, the eye shadows, blushes, bronzers
are going to have a cream feel to them but as long as they are used on the skin they are
going to have a dry finish. This way is also helping the products to be long lasting by
combining two forms all in one. This is something that is completely compatible with the
maturityaspectof our brand, as olderwomenusually want more coverage with less care to
fix everyfewhourstheirmakeup. The onlyenvironmental aspect in this case of the product
formis that theyare still made bynatural ingredientswithoutusinganythingsuperficial and
off course theyare free of animal testing. The timeless aspect is that even if we try to be as
much as technological progressive as we can, we are not taking risks that might seem to be
dangerous on the long run for our consumers.
Figure 1. Demonstration of Product Packaging
Figure 2. Demonstration of Perfume
Packaging

9. Dimensions
Complexity/Design - The design of the products is very minimalistic and simple. Our main
target group is mature women and for that we need simple packaging and light made
products. Everything about our products is very simple, fitting easily to every woman from
the most carefree to the most demanding ones. We chose to retain a minimalistic brand in
the meansof quantityanddesign as well. We rejected all of the nutrition products that we
had and we restrained our brand only into a cosmetic one, as we had started in the
beginning.Also,since ourbrandadjectivesare also,mature,environmentalandtimeless,we
wantedtorepresentthemineverypossible way.Asour“role model”representsaswell, we
are a brand that promotesbeautyineveryage,mostlikelyinthe olderages,and we keep in
mindthe ideathat beautyismade outof simplicityandpurity,notbyoverwhelmingourskin
and image with many extra “ornaments”.
Representation– Oriflame representsrealism,asthe one of the main aspectsof the brand is
nature.Everysightelementishighlycombinedwithan environmental aspect, representing
things that we have already seen. From our packaging to our mentality, we support the
“green” message and the natural aspect in everything that it can be applied. Firstly, the
materialswe use inorderto package our cosmeticsare reminding of nature andsimplicityas
well.Woods,warmandearthycolorsare some of the elements that stand out. Since we do
not have a store representingourproducts,Iwouldlike tofocusmore to the image that give
our companyrepresentativesandmonthlybrochures.Everything should bound to combine
thisnatural aspect and show to our potential customers that we also, support in action our
beliefs.
Perceived Movement – The Oriflame’s logo is a very
recognizable one and we would not like to change it
holistically. However, we are making some changes, in
order to show to our customers that we have restructured
our brand and we are even more ready to take on the
ongoing challenges. Our logo right now has a light green
colorand the firstO is inmore calligraphicformwhereas all Figure 3. Original Oriflame
Logo

10. of the other letters are static and in a circled font.
However, we would like to add some movement to the logo and make it clear
enoughthatwe are an environmental friendlybrand.The movementisaddedbythe slightly
italicfontandthe leaf thatalso underlies some “waving”.Moreover,we have intensifiedthe
green color of the brand by making it more dark and significant. This way, we are building
our brand identity along with a color that will characterize us and make people think of us
when they see it.
Potency – The new repositioned brand will have a soft potency in all of its aspects. More
specifically, our main vibe is natural and soft, as our target group is women in ages of 45 to
70. Our brand should inspire those women to relax and dedicate some time for them by
usingcosmeticsmade bythe purestand simplestwaypossible. Since ourgoal is to show the
natural aspect of the brand, everything we do should cooperate to show that nothing is
overwhelming or useless, because as nature recycles every element and uses it again, our
brand usesthe same waynatural ingredients to achieve the best quality for our customers.
1. Oriflame's New Logo

11. Themes
1. Repeated and Adapted Themes
Our newtheme is going to be nature, or else the “green” philosophy. Our products are
pure and some of them, such as crèmes, perfumes and cleaners are made by natural
ingredients. In order, to adapt this theme according to the trends, we have in mind to
change the “nature representation” everytime the seasonschange.One example would
be during the Easter time, when the spring smells are more intense and flower odors
would be preferred rather than more heavy-winter ones. Also, more light but bright
colorsare comingback in fashion, like coral lipsticks and blushes. So, according to each
time of the year and the ingredients available, we will be adapting this theme to show
that we are workingall year long to keep our consumers happy and follow their needs.
2. Networks of Associations

12. Competitors – Decision Issues
Our main current competitor that offers very similar products to our company is
Avon.The way of operatingisalsosimilarto our job ethics, as they work with the direct
sales system. That is that the company has a number of ambassadors and from them
people learnthe companyandordertheirproducts. Accordingtoa marketingcase study
about the Avon company, “Avon Company is present in whole world, in over 143
countriesandithas over3.7 million of representatives.”. As we can observe it is a well-
positioned company that reaches every age and every type of women. Their goal is to
produce differentlinesthatwill satisfyfromteenagersto mature women and from men
to even little kids. The variety of products is very wide and the prices can vary from
average to expensive.
Moving on to some more specific competitive elements, Avon is also a company
who respects the environment. Due to the marketing case study, “The Company
respects the international standards for the environment, so that its activity is not
harmful forthe environment.Itwasthe firstcompanythateliminatedfromits product’s
composition the CFC gases (chlorofluorocarbons) – gases which are harmful for ozone
blanket. Almost all packaging is recyclable.” However, even if it is stated that they
protectthe environmentandtheyuse recyclable packaging, their identity (logo, slogan
etc),lacksof these information. Itissafe tosay that because of theircoloras well,which
ispink,theyfocusmore on supportingandoffering some earnings into the research for
breast cancer. They even have a specific line, into every brochure that is dedicated to
this purpose and all of the items are pink with the ribbon on them.
So, undeniably we are talking about a company that has nature and human
sensitivities.However, since our point of focus is the environmental aspect, we should
say that we have the lead, because we are making sure that people will know that as it
has become an integral piece of our brand identity.
Moreover,Avonhascategorizedits productsandtarget groupsas well,within three
categories. According to the marketing case study, “According to consumer’s incomes,
AvonCosmeticsaddressestothe followingcategories:clientswithlow budget (budget),
clients with medium incomes (mass), clients with high incomes (mass premium), and
luxuryclients(prestige).”Indifferentiationtoourcompany,where we are only targeting

13. average to high income women. That is because our products are based on natural
ingredients and that is still in our times, hard to work on in cheap ways.
Concluding,Ibelieve that the hardest part will be to differentiate from Avon as we
workin a very similarwayandpeople tend to think of us in the same way. We have the
same systemtooperate,whichisthe directsalessystembutour quality and philosophy
as well ishighlydifferentfrom Avon’s. Our goal is to satisfy the needs of a very specific
target group, which is also, much more demanding, in the best way possible.
Another company that offers highly similar products is Apivita. It is a highly herbal
based company and all of its products are made by natural ingredients. They were the
firstin Greece to present “paraben free formulas by the end of 2008”. According to the
International Cosmetic News, “It reported sales of € 19m globally in 2006 and expects
€25m in sales this year”. That is proof that natural products do sell and people tend to
become more engagedtothemas theyfamiliarize better.Since Apivitaismainlyfocused
on skin care and shampoos, we will compete in this type of products. However, this
companyisknownfor usingpropoline and other ingredients produced mainly by bees.
So we have the differentiation of focusing in more general natural ingredients such as
aloe vera, citrus, sea salt etc.

14. Thematic Usage
 Target Group – Customer Insights
Our targetgroup is45 to 70 yearsold.Theyare womenthat work or stay at home to
raise theirchildrenorevenhave retired.Theybelong to middle or high socioeconomic
class and have sensitivities. In order for people to care about the environment and
appreciate the fact that we are doing so much, by using natural ingredients and
recyclable packaging,theymusthave aneducational groundwork.Also,itismore likely
to care more about their skin and looks when they start to grow old and think about
factors that young women rarely have in mind.
Also,some of them,the oneswhohave retired,have more free time tospendto our
productpresentationsbyourambassadorsandfindthis process relaxing and pleasant.
They look to find other women like them to share their problems and chat for
cosmeticsandother “light” subjects. Most of them are experiencers, that have tried a
lot of different products in their lives and they think that nothing is better that pure
natural cosmetics.Also,theyvalid the fact that the company is ecofriendly, as most of
them have children and grandchildren and care to see them happy in a “healthy”
environment.
 Usage / Concepts
The main theme as I describe under the “themes” section, is going to be the
“green”ecofriendly aspect. In the promotion procedure, we will be focusing more on
the productsthat are ina biggerpercentage natural,made by pure herbal ingredients.
We will be focusingonthose aswe needtoshow to consumersthatthis is our identity.
Women will choose us just because of this aspect and we should make it as
recognizable as we can. In order to be more specific, I will briefly present the spring
campaign for Oriflame Company. The brochures, which are the main representative
aspectfor our productswill have agreenfontwithflowersandspringthemedgraphics.
In the beginningthe perfumeswill be presented and they all will have a flower smell,
light and hard to forget. Moving on we will have all of the other products, in sections
that are basedonthe natural ingredientsthattheyare made of.Afterthatwe will input
all of the restthat have a more general springeffect on them such as lipsticks, blushes
and eye shadows.

15.  Slogan
The slogan that we chose to use for our repositioned brand is “All Nature’s
Beautyina Bottle”.It is also going to be presented in the logo and in every front page
of ourbrochures,and website.Itserves the goal completely, which is to show that we
use natural products and the cosmetics are made by herbal ingredients. It is also a
slogan that mostly applies to our target group, as women in a younger age would not
care so much for natural beauty and environmental concerns.
 Narrative
Our main product narrative is going to be relaxation. Just like in a professional
spa,our products can and will offer to our clients the care and effectiveness that they
want to see. Harmonically combined with nature, our brand gives a more light and
relaxed vibe. When our clients will use the products, they will fill like traveling in an
exoticplace.All of the anxietyandthoughtswill vanishandtheywill have the chance to
completely dedicate these “pampering” hours to themselves.

16. CITATION (APA)
Pervin, S., Ranchhod, A., Wilman, M.(2014). “Trends in cosmetics purchase: Ethical
perceptions in different cultures. A cross country comparative study between
SouthAsianand Western consumers.” Journal of Customer Behavior, 13(1), 57-
72.
Hashim, J. (2014). “Beauty Ingredient Innovations and Trends”. Global Cosmetic Industry,
182(1), 52-54.
Palade, A. (2011). “Analysis of Marketing Mix on Cosmetics Products Case Study: Avon
Company”. Annals of the University of Petrosani Economics, 11(4), 233-244.
“Skincare”. (2007). ICN (International Cosmetic News), (98), 19.
The Oriflame brand – natural, progressive and ethical. (n.d.). Retrieved April 1, 2015, from
http://investors.oriflame.com/html/annual-2010-en/this-is-oriflame/the-
oriflame-brand.php