Oriflame India has put two separate agency briefs in the market as it works to make India its largest growth engine. The Swedish beauty and wellness company is seeking one agency for digital growth, AI and marketing transformation, and a second specialist for brand experience and activation.
Agencies can pitch for either or both mandates, but Oriflame has confirmed that proposals, teams, commercials and selection will run independently. Credentials and case studies are due by November 30, 2026, with onboarding expected to begin in February 2027.
Two briefs, two jobs
The digital assignment is a 360-degree marketing brief. Oriflame wants a partner that can work across the digital ecosystem, including martech, AI and performance media. The scope includes:
- Full-funnel digital marketing, CRM, marketing automation and data-led consumer engagement
- Brand discovery across traditional and AI-powered search through Answer Engine Optimisation and Generative Engine Optimisation
- Content for social media, creators, user-generated content, short-form video and regional platforms
- Exploration of emerging technologies, agentic AI and intelligent automation to improve campaign efficiency
The second mandate sits in the physical world. The brand experience agency will run product launches, sampling, consumer education, community engagement and guerrilla marketing. Oriflame wants these activations to scale across India and connect offline moments to digital journeys, with qualified leads and downstream sales as the success test.
Why India is central to Oriflame’s plan
After more than three decades in the country, Oriflame wants India to contribute 25% of its global revenue by 2030 and add 10 lakh Brand Partners. That target turns the two mandates into more than a routine agency review: the chosen partners will have to support Brand Partner recruitment, activation, reactivation and sales growth.
Oriflame’s direct-selling model makes that link unusually direct. Brand Partners are both customers and a sales channel, so discovery, engagement and on-ground experience all feed the same recruitment-to-sales funnel. The agency selection will therefore be judged on how marketing investment converts into business results, with performance metrics, transparent reporting and measurement frameworks built in from the start.
What it signals for marketers
The brief is a useful temperature check for where beauty and direct-selling brands are placing their bets. The explicit mention of Answer Engine Optimisation and Generative Engine Optimisation shows that brands are now thinking beyond conventional search rankings and asking how to appear in AI-generated answers. The demand for connected offline-to-digital activation also points to a tighter link between experience and revenue.
Source: Storyboard18
