Oriflame
Beautiful the way I want it to be
Oriflame, one of the world’s leading cosmetics brands, has been conducting direct sales on the Polish market for nearly three decades. In 2018. The time has come for her new business chapter – the opening of Oriflame’s official online store.
OUR ROLE
What was the challenge?
The online store was to be communicated as part of Oriflame’s new global positioning – Beautiful the Way I Want To Be, that is: Beautiful the Way I Want To Be. We wanted Polish women to know that beauty is not standardized and that no matter what they do in life, they can be and feel beautiful – the way they want to.
What was our idea?
Together with Oriflame, we came up with the idea of creating
a Beauty as I Want channel on YouTube, dedicated to beauty tutorials.
The series of videos was to be conducted by specially selected
Oriflame experts.
Heroes
Each episode featured a different heroine – there were women representing different life roles: mothers, business women, dancers, boxers, etc. The host-heroine duo mirrored the Oriflame consultant-customer relationship, familiar from the brand’s offline world.
Topics
The topics of the tutorials were inspired by the real needs of the heroines and the hottest beauty industry trends
on YouTube. We taught women how to do “for work” and “no make-up” make-up, how to take care of mature skin
or take care of themselves after childbirth.
Results
Since we launched the Beauty Like I Want channel in May 2018, we have made about 40 videos, which have been viewed nearly one and a half million times. The tutorials have combined with the e-commerce very effectively, generating more than 260K in revenue in the first four months (that’s up 13 times more than in the same period in 2017).
Conclusions
Together with Oriflame, we made the Beauty the way I want
it channelfulfilled its functions perfectly and looked… beautiful the way we wanted.
