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Strategy

Sustainability strategy


We have a vision to become a sustainable company. To achieve this vision we have a strategy that helps our business succeed by contributing to a more sustainable planet. We know we are on a long journey but we are already making good progress.


Sustainability is part of our heritage


Since the very beginning we have aimed to be “recognized for our commitment” to the environment and have understood our own “responsibility as a good corporate citizen” (Oriflame Values, 1969). Our long-term commitment to become a sustainable company is echoed across our business strategy – it is in our values and our Swedish attributes and our focus on using ingredients from nature.


Our business strategy is influenced in a number of ways:

  • - All our operations should be characterized by trust and respect. This is the foundation of our Values and Brand Attributes. It means that we are open and transparent, we keep our promises and act in a truthful and fair way, in our relationships and our interactions.

  • - We aim to pursue long term growth by acting “as a good corporate citizen by showing a strong sense of social responsibility and respect for nature”.

  • - One of the four key strategic brand attributes for our products is nature: “We were one of the first companies within the direct selling industry to develop products with ingredients sourced directly from nature. The inspiration from nature and natural ingredients continue to play an important part in our product portfolio”.


Managing sustainability based on impact


Since 2010 we have adopted an ‘impact based’ approach to achieving sustainability. We started by identifying and understanding how we impact the world around us - within our own operations and along the length of our value chain. From this foundation we built a sustainability strategy that focused on our most significant impacts and where we have the biggest opportunities to achieve change.

An exciting journey


Our medium term ambition is to become known as a champion for sustainability. If we achieve this, we will be able to use our sustainability initiatives to build our brand and increase credibility among stakeholders. Our five year strategy is detailed in the Oriflame Sustainability Plan and consists of three key areas, 14 goals and 37 commitments.

Successful People – we are creating opportunities for people to improve their lives

Great Products – we are making products that bring beauty and wellbeing

Thriving Planet – we are driving environmental sustainability throughout our business


These areas all have a clear link to our material impact and to our business opportunity. In 2018 we will be working on updating our strategy. We recognise the relevance of the UN Sustainable Development Goals and our role on its implementation and, therefore, we are working on incorporating its principles within our strategy.