Oriflame targets 10% higher sales this year

Over 95% of the 600 products displayed in each Oriflame catalogue are on offer, have their prices cut or are included in promotions since Romanians are always hunting for the best price, says Pavlina Marinova, who runs Oriflame’s Romanian operations.

As regards Romanians and Oriflame products, Marinova says perfumes and cosmetics are selling best. In the case of young people (16-24 years old), the client segment boasting the biggest growth rate, with their number doubling in the past year, there is a change, with complexion care products gaining ground. The best selling brand for Oriflame is Giordani Gold targeting the premium segment.

Oriflame last year posted flat turnover from 2009. In 2009, the company’s turnover hit 98.9m lei (23.5m euros), according to Trade Registry data.

“For the entire year, we expect Romanian turnover to go up by over 10%”, Marinova says.

Over the past year, the number of Oriflame’s direct clients has increased by 50%. Marinova did not specify the number of direct clients, a piece of information she deems confidential.