Oriflame in brief

Founded in 1967, Oriflame is a beauty company selling direct in more than 60 countries. Its wide portfolio of Swedish, nature-inspired, innovative beauty products is marketed through approximately 3 million independent Oriflame Consultants, generating annual sales of around €1.4 billion. Respect for people and nature underlies Oriflame’s operating principles and is reflected in its social and environmental policies. Oriflame supports numerous charities worldwide and is a Co-founder of the World Childhood Foundation. Oriflame is a Swiss company group listed on the Nasdaq Stockholm Exchange.

VISION

To be the #1 beauty company selling direct

MISSION

To fulfil dreams

CORE VALUES

Togetherness, Spirit, Passion

 

LONG-TERM FINANCIAL TARGETS

Oriflame aims to achieve local currency sales growth of approximately 10 percent per annum and an operating margin of 15 percent.

The Board of Directors has adopted a dividend policy to the effect that, absent changes in the Company’s operations or capital structure, Oriflame intends to distribute, over the long-term, at least 50% of the Company’s annual profit after tax as dividend.

 

 

FINANCIAL HIGHLIGHTS 2013-2017
  2013* 2014* 2015* 2016* 2017*
Sales, €m 1,406.7 1,265.8 1,211.6

1,249.4

1,363.1

Gross profit, €m 986.4 866.4 838.3 882.9

994.6

EBITDA, €m 166.5 122.9 117.4 148.2 191.8
Operating profit, €m 142.4 97.8 100.2 119.2 159.0
Net profit, €m 84.4 47.0 43.2 66.7 92.6
Operating cash flow, €m 112.1 90.0 122.2 113.1 122.7
Return on operating capital 29.80% 21.80% 25.40% 38.00% 57.70%
Return on capital employed 25.40% 19.90% 20.70% 26.70% 34.70%
EPS, diluted, € 1.52 0.84 0.79 1.18 1.62

*) Before exeptional items

SALES
GROWTH (€m)
OPERATING
MARGIN (%)*


*) Before exeptional items

REGISTERED
ACTIVES (MIO)
ORIFLAME WORLD WIDE
SALES
2017
OPERATING
PROFIT 2017
REGISTERED
ACTIVES 2017
PRODUCT HIGHLIGHTS

During the year, the strategic product categories of Skin Care and Wellness increased their share of the full-year sales. The main initiatives within Skin Care included the launch of NovAge Time Restore as well as the China-specific relaunch of the mass brand Optimals, which primarily targets a younger audience interested in benefits other than anti-aging. The growth in Wellness was primarily driven by set sales. Several launches were carried out in Colour Cosmetics. The ONE No Compromise Mascara was introduced, using a wrap lash technology that only requires warm water to be removed. The limited edition Giordani Gold Bronzing Pearls was a popular gift for the Mother’s Day and International Women’s Day celebrations. The performance in the Fragrance category was primarily driven by new products. Key launches during the year includ - ed Sublime Nature Tonka Bean, Venture Beyond and Amber Elixir Crystal. In Personal & Hair Care, Love Nature was launched with all rinse-off products being biodegradable, hair products silicone-free and exfoliants having natural origin beads. Within Accessories, the electric foot file FeetUp Pedi Smooth enjoyed a successful launch.

 

SALES PER CATEGORY 2017