Case Study: Why Oriflame India influenced women to promote their new men’s range…

Oriflame NovAge Men

To launch their new men’s range, NovAge, Oriflame India decided to reach out to and influence women who would, in turn, influence their men.

Oriflame India launched its first-ever men’s range of products with NovAge Men’s range. The case study explores how the brand leveraged influencers and digital leaders to reach the masses.

Category Introduction

Beauty & Personal Care Products Market size is anticipated to reach USD 716.6 billion by 2025. The demand for the beauty and personal care products market is expected to increase owing to the rising aging population and growing consciousness to maintain youthful skin and a good appearance. Global Beauty and Personal Care Products Market is projected to grow at a CAGR of 7.2% during the forecast period (2019 – 2024).

Brand Introduction

Oriflame a Swedish beauty brand that has over 50+ experience in beauty & wellness, selling direct in more than 60 countries. The marketing objective of Oriflame India revolves around establishing a different view on beauty, by supporting that beauty is not only how you look, but how you live, feel and act.

Agency

VMLY&R

Summary

Men these days are open to the concept of skincare. Some of them are actively taking care of their skin but most of them still don’t know the finer nuances and know-how of the accurate skincare routine.

Oriflame leveraged the opportunity appropriately by dividing the approach in 3 steps:

  • Devising strategy and communication for launch by appropriate category analysis.
  • Speaking to 20 men belonging to the TG.
  • Scanning social media and ecosystem culture to understand the conversations around men grooming.

Problem Statement/Objective

To launch Oriflame’s first-ever men’s product range.

Brief

To launch the NovAge Men’s range as a daily grooming routine, which is a 4-step, clinically proven, face care routine engineered especially for men’s unique face skin.

Creative Idea

The idea was to get women to influence their men. To execute this strategy, the brand leveraged its existing consumers on social media as well as the consultants, to influence and convince their men to start using the NovAge Men’s range.

The key aspects included

  • To get women to recommend the NovAge Men Routine to the men in their lives – brother, father, boyfriend or husband.
  • To educate men on how it is important to take care of their skin.
  • To show women the critical state of a man’s lack of understanding skincare.

Challenges

  • To educate Men about the importance of following a skincare routine daily
  • To make sure that NovAge men range is the go-to product for men grooming

Execution

Teaser:

The thought behind the teaser was to make women think about what their men needs. Maybe new NovAge Men Routine!

Women know how much hard-work their men put in. She knows his strengths and his weaknesses. Oriflame crafted quotes that a woman will relate to.

To all the women who’ve given up on the idea of getting the men in your lives to care for their skin. We have just one…

Posted by Oriflame on Tuesday, 28 August 2018

Yes, men can drive you crazy when they don’t know what they’re doing. But guess what? We’ve got something that is going to change it all. Stay tuned to know more.

Posted by Oriflame on Wednesday, 29 August 2018

We’ve got the perfect answer to all his skincare worries. 1 more day to go. Stay tuned!

Posted by Oriflame on Friday, 31 August 2018

Also read: How Faasos’ digital sales grew 2.87x with #SacredWraps

Launch:

The brand launched a series of engaging posts including video posts on social platforms.

Every week, women consultants/consumers were told how NovAge Men can be a part of their partner’s life and the change it can bring to them. Influencers and digital leaders were utilized to drive this idea further.

https://www.facebook.com/watch/?v=2165663757035722

You are undoubtedly his saviour. But his skin needs something much more than saving. Introducing the New #NovAgeForMen Range. It’s enriched with baobab and caffeine, that energises his skin from dawn to dusk! Get the set now!

Posted by Oriflame on Friday, 31 August 2018

  

Whether he’s running in and out of meetings, or jet-setting across the world, all he needs is a 2-minute routine with the #NovAgeForMenRange to boost his skin! Get the set now!

Posted by Oriflame on Sunday, 9 September 2018

Listen up, ladies! Gone are the days when your man used bodywash for his face. Bring home the #NovAgeForMen Range, and give him another reason to smile. Get the set now! https://bit.ly/2PleQ26

Posted by Oriflame on Wednesday, 5 September 2018

20 Questions with MD

Brand’s MD was also put on the hot seat as a game was played to discover his knowledge of skincare and how he balances his personal and professional life.

Influencer Collaborations

Oriflame collaborated with men influencers to show how men were clueless when it came to skincare. They each threw up skin-related questions to other men to capture their knowledge. Influencers went on the streets of Delhi & Goa to find out what men think of men’s grooming and personal care.

Digital Leaders putting their word forward for Novage Men

NovAgeForMen with Senior President Director P.N. Jha

“Oriflame has come with a product that’s perfect for men’s skin!”— Senior President Director P.N. Jha shares with us the secrets behind getting well-groomed skin with #NovAgeForMen range. Tune-in to know more!

Posted by Oriflame on Friday, 7 September 2018

Results

Quantitative:

Facebook:

  • 12.5M impressions
  • 6.6M reach with an increase in the male audience
  • 3.3% average engagement

Instagram:

  • 19.3% average engagement
  • 1M impressions
  • 6L audience reached with an increase in male followers

Qualitative:

  • NovAge Men is the highest-selling NovAge product range.

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