The winning spirit, passionate approach to work and unity have been associated with Oriflame in the most wonderful way from the company’s very beginning, and these are exactly the values that are nurtured in the company to this day
In an interview for Diplomacy&Commerce, Kosovka Tičić, General Manager of Oriflame Western Balkans, speaks about beauty the Swedish way and becoming a member of a successful team.
Oriflame was founded in 1967 and has been operating for 55 years in 60 countries worldwide as an international cosmetics company. How has your industry changed over the decades and what is the secret of its success?
The winning spirit, passionate approach to work and unity have been associated with Oriflame in the most wonderful way from the company’s very beginning, and these are exactly the values that are nurtured in the company to this day. In 1967, the company’s founders, brothers Robert and Jonas af Jochnik, chose a new way of doing business for that time – direct sales.
Oriflame was one of the first foreign companies to come to Serbia in 2001. Our key focus, which made the difference in the market, is on great people, quality products and care for the planet.
The current situation in the world, where humanity has been dealing with a pandemic, has been a challenge and an opportunity for Oriflame as well. Our Swedish attributes of accessibility, progressiveness, innovation and naturalness have preserved us even in these challenging times because digitalization has been one of the company’s strategic goals since 2016. The online tools were ready and active and in March 2020, we bravely set off. The entrepreneurial spirit of all of our team members has helped us to be flexible and adapt quickly.
“We need female leadership in all segments of society and I would like to invite everyone to give them a chance. I am sure they will use it to the best of their abilities and justify your trust”
Our community has over 3 million brand partners. They are the greatest wealth and strength of the company which brings me back to the three key focuses that define our diversity in comparison to other cosmetic companies on the market – they are people, quality products and the preservation of our planet.
Swedish brands have always been conveying a different message. What does your company’s main message – “Beauty by Sweden” – convey and what is exactly beauty the Swedish way?
“Beauty by Sweden” conveys the message that the company nurtures a holistic approach to beauty. For us, beauty is not only how we look, but also how we feel, work and live, namely striving to be confident and have a balance in life that comes from beauty inside and out and gives us the strength and power to react in the right way regardless of the challenges that life sends our way. Beauty by Sweden also means beautiful skin and we all deserve to have healthy skin. That’s why our team of 150 scientists from the research centres in Stockholm and Dublin has been working on formulations that combine the best natural ingredients and the power of innovative science, whilst creating safe and effective facial skincare products for all skin types and needs.
How do you adapt your message to different markets and how would you rate the Serbian market?
We are all unique and love to be experienced differently. Adapting the Oriflame message to the local mentality and culture is superbly done by our brand partners. In Serbia, we have about 20,000 brand partners who represent everything that Oriflame stands for in the best possible way. The Serbian market is very developed and very competitive. At the same time, women in Serbia are beautiful, well-groomed, have their own style and know what they want. In conclusion, we can say that Oriflame has top-notch products and a great approach thanks to the support of our brand partners in finding our way to the hearts of many women in Serbia. The direct sales industry is growing rapidly worldwide. We expect to see the growth of direct sales companies in Serbia this and next year, compared to retail.
Oriflame is also known for encouraging female entrepreneurship. Why are encouragement and support for women and their empowerment important and what does support for women look like in Serbia?
Society is changing as does the need for the type of society’s leader. Flexibility, empathy, loyalty and attention are all associated with female energy. Women run businesses and families in a similar way. You will agree that they are masters at that and in multiplying income. They use their smiles to create a warm atmosphere and motivate. I am confident that the time will come when women will lead more than they will be led. I’m looking forward to it. We need female leadership in all segments of society and I would like to invite everyone to give them a chance. I am sure they will use it to the best of their abilities and justify your trust.
I am proud of our quality products which number 1,000. However, very few people know that Oriflame offers another product besides cosmetics called business opportunity. Compared to the Swedes, we, in Serbia, still have room to work on ourselves, bravely progressing and making great strides in recent years. I look forward to that and support it with all my heart.