Quick facts
About Oriflame India
Founded in 1967, Oriflame is a leading D2C beauty company selling in over 60 countries. The brand entered the Indian market in 1995.
Deliverables: DIY videos
Core activities: Customer interviews, Competitive & Industry analysis, User personas, Content strategy, Script writing, Storyboarding
The challenge
Despite relaunching its products in contemporary packaging, Oriflame struggled to connect with contemporary, modern women on a deeper level.
Their older established products were getting sales only from their ageing, established consumer base. Women aged 18-25 seemed less interested in purchasing their products and preferred other contemporary brands.
The Solution
To resonate with contemporary women, we chose the technology they were most familiar with — Camera scan and YouTube. Then, we created DIY YouTube videos to appeal to their independent spirit and fast life.
The Execution
Oriflame issues a monthly product catalogue showcasing new launches, swatches, and offers. We decided to test our approach without reinventing the wheel.
Customer Interviews & Industry Research
We interviewed the target customer persona and conducted a secondary competitive and industry analysis. This helped us identify:
- Common lifestyle and makeup challenges of women
- Prevailing makeup trends and styles
- Products they use every day and how they view them
- Digital content that attracts them and which they revisit often
- Technologies they are most accustomed to using
Additionally, it gave us a glimpse of their homes and living spaces which inspired our video setting and backdrop design.
Product preference
Multi-functional products that are affordable and easy to use.
Makeup trend
Clear, spotless skin with defined, face-framing brows.
Lifestyle
Time-crunched: watch time, product application & removal time, etc.
Based on the conversations, I shortlisted the most used and appealing products to map them with their videos. The idea was that a potential customer could scan a particular product with their camera app and be directed to its DIY video on YouTube. The video would:
- Share the benefits of using the product via a crisp everyday anecdote or makeup challenge
- Explain the step-by-step usage of the product
- Showcase the final results achieved in under 2 minutes.
I chose the anecdotes carefully, setting them in a modern woman’s everyday lifestyle and highlighting a common makeup challenge. The script’s language was kept casual and conversational in Hinglish to create a cohesive and relatable user persona.
The Results
Within a month of catalogue release, the chosen products saw a 50% uptick in sales and adoption. The Oriflame reps also used the videos to showcase the ease of product usage during their interaction with customers and circulated them via WhatsApp. We then implemented the solution to more products in the catalogue.
