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New Oriflame range launched for Indian youths

Rohit Wadhwaney in New Delhi

The Indian subsidiary of Swedish cosmetic major Oriflame International has unveiled a new range of 90 products, promising skin and hair care based on natural ingredients for youths.

The new products by Oriflame India Ltd., comprising the 'Swedish Care White' skin care range, 'Pure' range of fragrances and body mists, and 'Natural Selection' shampoos, was launched.

"Swedish Care White is a new comprehensive skin care range based on natural ingredients. It provides the everyday skin care basics for a perfect complexion," Dervilla Wrynn, regional marketing manager, said.

"Even the hair care range has shampoos with improved formula and packaging to give a better hair care experience," Wrynn said.

Inderjeet Sial, chairman of Oriflame India, told IANS: "Though we have products for all ages, with this launch we are basically focussing on the young crowd. There is a huge market here if we look at the younger generation in India."

Speaking at the launch, the CEO of Oriflame India, Peter Hauggaard, said, "In an endeavour to provide our customers with innovative and high quality products, we constantly enhance our range with improved cosmetic formulations and latest technology in tune with ever changing market demands."

"With our foray into sachets we now have products ranging from Rs 4 to Rs 950. This will help us cater to all segments of the market."

Oriflame India also announced the acquisition of equity stake by the parent company, "making Oriflame India a 100 per cent subsidiary." Oriflame International previously held 85 per cent stake.

"Oriflame International has also acquired a manufacturing facility in India. The plant -- Silver Oaks Laboratory -- is located at Noida and is equipped with state-of-the-art technology to manufacture high quality skin care products in line with Oriflame's international standards," Hauggaard said.

"At present, India is one of the largest markets in the Oriflame Group. This acquisition will help us strengthen our presence in India and in achieving our objective of making India the Asian hub," he said.

Since its entry into India in 1995, Oriflame has expanded its network in India "from 100 to over 100,000 distributors."

Indo-Asian News Service

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