Oriflame launches cosmeceutical range to expand skincare offering

Oriflame has expanded its skincare offering for the Indian market and launched its first range of ‘cosmeceutical’ products named ‘NovAge Proceuticals’. The cosmetics and beauty business’ new line is designed to address its customers’ specific skin challenges. 
 

“It’s like being in the hands of a dermatologist; some skincare ingredients stand the test of time and are trusted for a reason,” said Oriflame’s vice president, head of South Asia business, and managing director for India Frederic Widell, Indian Retailer Bureau reported. “Enter NovAge Proceuticals, concentrated, precision treatments to target and address your personal skin challenges – for visible, proven results safely and effectively. It will give you the experience of high-end derma skincare results in the comfort of your home. Every skin need is different, and Oriflame understands it.”
 
The business operates through social selling and made a name for itself in cosmetics. Oriflame is now focusing on expanding its skincare offering to tap into the fast growing demand for branded skincare in India, a trend accelerated by the pandemic. 

“Oriflame is dedicated to curating products with certified and clinically proven actives used in specialist care only,” said Oriflame’s beauty, personal care, and wellness category manager for Asia Kanan Jain. “We know that Vitamin C is a well-known antioxidant, but it isn’t the easiest to work with as it’s notoriously unstable and difficult to keep fresh. For this reason, our Proceuticals VIT C comes in an innovative formulation with powder and aqueous gel.”