Oriflame, Swedish firm identifies Nigeria as its fast growing market in Africa

In spite of socio-political challenges, Nigeria will continue to remain a big market hard to ignore, as Swedish foremost beauty company, Oriflame which entered Nigeria only four years ago has confirmed Nigeria as its fastest growing market in 2017 and the second fastest growing mid-size market in 2018.

This is perhaps one of the reasons that prompted co-founder of the 51- year old company, Robert Af Jochnick, in company of his wife to visit the enterprising country for the first time. The company operates in 64 countries globally.

Sharing his dream for Oriflame which has 2.5 million sales consultants with about 25, 000 in Nigeria, Robert while in Nigeria last week said “I am happy to be here in Nigeria for the first time. It is a fascinating country and I believe that Nigeria will be one of our biggest countries in the world for business. Our biggest market in Africa is Nigeria”.

He said that “Oriflame is one of the leading cosmetics direct sales companies in the world and has high reputation for being honest and serious company with the aim of helping women receive income by representing us and working hard”.

Answering question on why the company was just entering Nigeria, Robert said this is a business decision as the company operates in North Africa, East Africa and “we are happy that we are in Nigeria”.

On the secret of the business survival for more than 50 years, he said the formulation of the product remains unchanged and “our entrepreneurs are now found all over the world. We believe is where the secret of our success lies. Oriflame has remained true to its original concept of natural Swedish cosmetics and an entrepreneurial culture.

“The people behind Oriflame are the reason for much of the company’s success. But how does one run a company with more than two million entrepreneurs all over the world who speak different languages and hold different values, religious beliefs and political convictions?

“The secret here is – culture. A common culture is an invisible bond. It has the power to unite, enthuse and lead people over borders and boundaries that might otherwise separate them. The Oriflame culture gives each person the freedom to set their own targets, income and working hours. It is a culture that is based on respect for and belief in others.

“We have given millions of people the opportunity to change their lives for the better – an opportunity that many have taken to achieve their dreams. We have given people in Russia, Europe, Asia, South America and Africa the opportunity to start their own business, often in countries where the freedom to do business was discouraged or restricted to a self-appointed elite”.

Also speaking, Amir Mortazavi, Vice President and Head of Africa and Iberia, said the company has seen increase on women that want to do business and increase their business with Oriflame. “We provide opportunity to them to earn income and build their future.

“It is amazing that in 4 years, we are able to have about 25,000 people working with Oriflame. We have also given out almost N1b in cash rewards to the consultants, travelling and training opportunity to the consultants.

The Swedish Ambassador to Nigeria, Inger Ultvedt who accompanied Jochnick on the visits commended the company in its business expansion efforts but encouraged the management to think of opening plant in Nigeria.

Daniel Obi