Value-added beauty!

Beauty with a conscience – that seemed to be the guiding thought behind Swedish Cosmetics major, Oriflame India’s launch of Ecobeauty, the company’s new cross category collection.

The Ecobeauty range was launched by Niklas Frisk, Vice President and Head of Oriflame South Asia and Managing Director Oriflame, India with Sharmili Rajput, Marketing Director, Oriflame India in the presence of the Harald Sandberg, Ambassador of Sweden and Annie Lööf, Minister of Enterprise, Sweden.

The Ecobeauty range distinguished itself from others with the extensive certification that it carries. Approved by independent ethical, natural and environmental organisations like Fairtrade, Ecocert, The Vegan Society and Forest Stewardship council, the range is promoted as one that is organic, free from artificial substances and committed to the cause of eco-welfare.

Adding to this Frisk claimed that the range “not only enhances natural beauty but will help make the world a better place. Our guiding principle is making you look and feel beautiful while treasuring the natural beauty of our planet”. A showcase of the event to those present was undertaken in the form of a fashion show with acclaimed models like Laxmi Rana, Sonalika Sahay, Sapna Kumar walking the ramp in nature inspired outfits designed by Dolly J and Ecobeauty products in hand. The show-stopper for the show revealing the line of products was Gauhar Khan.

Gauhar remarked that her appreciation for Oriflame arose from learning that “they have an eco friendly product range and are absolutely against the depletion of forests.”

Elaborating on the sustainability and eco-conscious nature of this endeavour, Rajput stated, “The ingredients in the range are sourced from sustainable and renewable resources with contribution to local producers in India and Africa to help build a better future for themselves and their families.” She also added that the certifications were to ensure continual adherence to these values.