Beauty products firm pledges more investment in Kenya

By Fred Obura

Oriflame Cosmetics S.A. will put additional investment in its Kenya, Tanzania and Uganda operations, four years after it ventured into the local market.

The investment is in line with Oriflame’s strategy of fexpanding its geographical footprint in global growth areas by making inroads into Sub-Saharan Africa.

Oriflame said in a statement that the business was on a steady growth in the region and the investment would help boost its market share.

The company said it had also been motivated by encouraging experiences and success in Oriflame’s North Africa business.

“We have a long term commitment to develop the direct sales of cosmetics on the African continent and look forward to continued success in this region”, CEO Magnus Brännström said in a statement.

Oriflame Senior Vice President and Head of Europe, Middle East & Africa Region, Thomas Ekberg, announced a realignment of operations in East Africa, which will run as three separate entities managed from Nairobi. The legal entities will be part of Europe, Middle East and Africa (EMEA) region. He added that Nairobi would also serve as the Continental headquarters.

 Kenya became the first market in sub-Sahara Africa for Oriflame products when a franchise set up offices in Nairobi and Mombasa in December, 2008 with an investment of Sh140 million. The Franchise later expanded to Uganda and Tanzania.

“This is a very exciting and promising market for Oriflame and we see our future here as that of mutual benefit for the company and the people,” said Ekberg.

There are more than 30,000 independent sales consultants in East Africa and 3.6 million worldwide. 

Oriflame East Africa Managing Director, Mr. Terje Width, said the business will focus on growing its market share through market innovation and excellent product offers.