Youth and beauty for a cosmetics giant stepping out in public

    For nearly 50 years, Oriflame has been selling its cosmetic products through a network of 3.6 million independent consultants, first in Sweden and today in more than 60 countries worldwide. In 2004, as it prepared for its listing on the Nordic Stock Exchange and Nasdaq, the company asked SDL to review and update its identity. We responded with a full design programme that provided a fresh direction for its product, packaging and print communications design, and gave its corporate identity a new lease of life, turning its ‘O’ into a soft swirl of product. Working with our partner architectural practice we also developed a new, natural but contemporary look for Oriflame’s flagship store in Stockholm, as well as its new chain of service centres.

    In the ten years following its 2004 listing, Oriflame’s sales rose by 122% and its operating profit by 60%, generating annual sales of around €1.3 billion.

    Project partner