Oriflame | Campaigns & Activations
The Beauty Bus
Results
3.5m+
Total media reach
1,100
Miles travelled
Over 2k
In-person visitors
Brief
Global beauty brand Oriflame challenged Brandnation to bring its playful world of skincare, makeup, fragrance and wellness to life through an immersive brand experience that could meet audiences where they are: in their communities and on their screens.
The brief was to raise brand awareness among 25-35-year-olds, encourage trial of hero products and spotlight Oriflame’s global social selling opportunity. The activation needed to be unmissable in person, and ripe with content opportunities to extend its reach online.
Idea
Brandnation conceived and delivered the Oriflame Beauty Bus: an immersive, content-first UK tour designed to bring the Oriflame brand world directly to the public.
The custom-designed, double-decker bus rolled into eight high-footfall cities across the UK – Birmingham, Milton Keynes, Cardiff, Manchester, Sheffield, Glasgow, Brighton and Portsmouth.
Parked in central locations, the bus doubled as a giant billboard that announced Oriflame’s arrival. Outside, a branded gazebo invited the public to take a closer look, with a spin-to-win wheel, a lucky dip, seating and a colouring zone for kids.
Visitors boarded into the Oriflame brand world, navigating four product-led zones – skincare, cosmetics, wellness and fragrance, plus a business opportunity space upstairs.
On the ground floor, Oriflame brand ambassadors greeted guests in the Skin Lab and offered high-tech skin analyses, personalised consultations and product recommendations. Visitors were free to test products from the Optimals and NovAge+ skincare ranges while learning more about the brand and its products on digital screens.
Further along in the cosmetics area, leading make-up artists invited visitors to try best-selling products including lip stains, hydrating balms and SPF foundations. And just next door, the wellness zone encouraged a holistic approach to self-care, with Oriflame’s Wellosophy product range primed to prompt hands-on exploration.
Finally, guests explored the show-stopping ‘Scent Your Mood’ fragrance zone, complete with 45 mood-based scents and QR-coded mood cards that invited visitors to learn more. This zone was all about personal stories linking scent to memories and moods, brought to life through a digital campaign wall with video content from Oriflame CEO Anna Malmhake and leading beauty creators.
Upstairs, the mood was relaxed and intimate. Plush sofas lined the walls and budding beauty entrepreneurs were invited to settle in for ‘opportunity hours’ – one-to-one conversations with brand ambassadors on the social selling opportunity, with a glass of fizz in hand and a goody bag to take home on sign-up.
How Brandnation multiplied its impact
With a branded double-decker bus criss-crossing the country, visibility was built into the concept, but Brandnation took amplification further.
We created organic social content to tease and trail the activation, supported by regional PR that directed traffic to the event sign-up pages. In key cities, we launched OOH advertising through digital vans and audio ads to drive awareness and footfall, with beauty-focused messaging powered by Mastercard spend data.
In Brighton, we hosted an influencer dinner to bring the brand to life in a more intimate setting, followed by a private bus preview and a live makeup masterclass with MUA Francesca Jordan. With a combined following of over 1.14 million, the Brighton influencer event alone resulted in an estimated total reach of 150k+ and over £31k in earned media value.
The Beauty Bus has since been recognised by the Direct Selling Association as an exemplary activation and has served as a best-in-class blueprint for Oriflame’s markets worldwide.
Services
Creative concept & tour planning
Bus and experience design (interior, exterior, digital, merchandise)
Logistics, production & staffing
Organic social content & digital amplification
PR & regional media outreach
Influencer marketing, influencer event planning & management
OOH media including digital vans & audio ads
Toolkit creation
The Seasonal Experiential
Brief
After a Summer on the road with Oriflame’s beauty bus, Christmas presented a new opportunity. Less sunshine, more sparkle.
The objective was clear; create a high-impact festive activation that would drive D2C sales, hero seasonal gifting and inspire a new generation of beauty entrepreneurs. At the centre of it all sat Divine Dark Velvet, a fragrance made for colder nights, velvet textures and after-dark glamour.
Our mission was to design an immersive pop-up that captured the magic of the holidays whilst working hard commercially. It needed to stop shoppers mid-scroll and mid-stride.
The idea
If Christmas is the season to deck the halls, we decided to deck the pop-up.
Inspired by Oriflame’s enchanted hotel concept, the Activate™ team transformed prime locations in Birmingham and Manchester into a festive beauty retreat. Think snow-dusted trees, rich green bows, glowing lights and fragrance moments.
Divine Dark Velvet took centre stage, surrounded by curated fragrance collections, skincare heroes and gift-ready make-up sets. A whimsical hotel trolley stacked with beautifully wrapped boxes became both theatre and content moment. Interactive screens allowed guests to explore scent notes and gifting recommendations, blending tactile discovery with digital storytelling.
Every detail was intentional. Branded baubles nestled into frosted Christmas trees, seasonal displays designed for dwell time and decorations that felt premium rather than predictable. It was a space that invited shoppers to step inside, slow down and imagine their perfect festive gift.
From first sketch to final switch-on, we designed, produced and delivered the activation end to end. To ensure the concept could travel beyond the UK, we created a scalable international toolkit, allowing markets to recreate the experience in their own territories.
Amplification
The magic didn’t stop at the shopfront.
Influencers were invited to an exclusive first look, building anticipation across social and giving their audiences a festive preview. A targeted regional media strategy secured earned coverage ahead of launch, driving footfall during peak shopping season. ATL support, including region-specific radio, reinforced awareness at key gifting moments.
The result was a Christmas campaign that lived across physical space, social feeds and local conversation.
With a total audience reach of 8.42 million, it was a festive experience that delivered more than twinkling lights and seasonal cheer. It drove reach, built brand recall and created a scalable blueprint for future holiday moments.
Services
Creative ideation
Influencer marketing
Experiential including end-to-end event delivery, logistics and management
Public relations
Branding and design
Event logistics & management
The Beauty Lab
Results
10m
Total audience
5.7m
Estimated reach
1.3m USD
Earned media value (EMV)
20+
Markets worldwide
Brief
Oriflame, the Swedish beauty and wellness brand, challenged Brandnation to craft an immersive brand experience that amplified its industry-leading R&D, championed the longevity-focused NovAge+ range, soft-launched the new Divine Dark Velvet fragrance, and celebrated the people driving its social-selling business.
The brief demanded balance: an experience as high-end as the products yet true to Oriflame’s mission – delivering premium skincare without the prestige price tag while democratising entrepreneurship through social selling.
Response
Billed as The Beauty Lab, our response combined social-first creativity with the language of science.
Weeks before the trip, guests completed Oriflame’s AI skin analysis quiz and trialled a personalised NovAge+ routine. By the time they landed in Stockholm, the brand’s research had already become part of their daily ritual.
At check-in, rooms were curated for the first Instagram Story: Oriflame products artfully arranged in welcome gifts and personalised itineraries on embossed cards. That evening, a private dinner at Soho House Stockholm introduced Divine Dark Velvet, with black velvet runners, dark roses and bottle-shaped menus reflecting the fragrance’s identity whilst providing content-ready visuals.
The following day took attendees behind the scenes at Oriflame HQ. Brandnation created a bespoke ‘periodic table of beauty’, in which each element represented a product, ingredient or touchpoint. This visual language underpinned a full-scale expo that translated well across both corporate and consumer touchpoints.
Inside, the event unfolded as a six-zone brand journey. In the product discovery zone, skin experts walked guests through the NovAge+ range, demystifying the science behind its patented technology.
The ingredients lab invited hands-on exploration, where textures could be tested and compared with pricier products. Next, at the skin analysis station, high-tech machines and consultants produced tailored diagnostics, leaving each guest with a ‘prescription’ complete with their photo, results and routine.
Across the room, the fragrance section presented Oriflame’s impressive scent library by mood, with Divine Dark Velvet elevated as the hero. A sip of a collagen-infused smoothie introduced the wellness space, where Wellosophy supplements took pride of place.
The experience culminated in a pharmacy-style content zone: guests slipped into branded lab coats and collected their prescriptions in a final, shareable moment before stepping back into Stockholm.
As night fell, the laboratory gave way to the Stockholm Archipelago. Guests boarded an Oriflame-branded yacht, arriving at Artipelag, a waterside gallery nestled in pine forests. A 70-seat dinner in Oriflame green combined storytelling, networking and sweeping visuals that reflected the brand’s Swedish heritage.
Brandnation orchestrated every touchpoint, from logistics and talent to branding and photography, ensuring the experience activated both corporate and consumer narratives.
Amplification
The Beauty Lab experience became the global content engine for Oriflame’s social storytelling. From Divine Dark Velvet dinner footage to NovAge+ laboratory visuals, high-quality assets captured in Sweden now lead the brand’s creative direction across multiple campaigns.
The 30 influencers and brand partners we invited from 19 markets acted as international amplifiers. With their combined followings spanning Europe, Asia and the Middle East, they unlocked instant, worldwide reach and credibility for the brand.
Our comprehensive toolkit, from creative gifting ideas to periodic-table design assets, equips local markets to activate their own Beauty Lab experiences or replicate the concept at scale, ensuring the influencer marketing spark ignited in Stockholm continues to fuel Oriflame’s brand story globally.
The Secret Cherry Party
365
Pieces of content
2
Countries
4.36m
Estimated views
305k+
Engagements
£995k
Earned media value
Brief
How do you make a beauty product launch stand out in saturated markets across the world?
Global beauty brand Oriflame had the right idea: start early. The brief was to generate a pre-launch hype for their new fragrance, Love Potion Cherry on Top, assert an aspirational brand identity and position Oriflame as a beauty industry leader.
We needed to get people talking in the lead-up to the official launch, starting a conversation that would naturally continue when the perfume became available for purchase.
And the topic on everyone’s lips? An effortlessly feminine, cherry-chocolate scent created in collaboration with renowned Parisian fragrance house Givaudan. The product provided the perfect opportunity to lean into the 2025 cherry trend, which would be key to our response.
Idea
Brandnation designed and delivered an immersive, two-day influencer experience in Paris, culminating in an indulgent ‘Secret Cherry Party’.
Our dedicated Influencer team cherry-picked premium lifestyle content creators and perfume experts from the UK, before collaborating with Oriflame’s global offices to curate a multi-national group of industry experts, influencers and content creators from Mexico, Ukraine, Great Britain and Indonesia.
Day 1: The experience began with a decadent evening meal at La Pérouse, setting the tone for a lavish stay at Château des Fleurs. Each room was thoughtfully dotted with odes to Oriflame, including welcome notes, mirror decals (hello, mirror selfie), and daily product drops.
Day 2: The next morning, influencers visited the prestigious Parisian fragrance house where the story began – Givaudan. Here, they gained a unique insight into how the perfume was developed, including a behind-the-scenes tour of the lab.
By night, an exclusive celebration unfolded at the 70s cabaret-inspired restaurant Mondaine de Pariso: The Secret Cherry Party. The ambience embodied a playful spirit of Parisian allure, with red velvet textiles and warm, muted lighting. Dressed in black lace and surrounded by cherry motifs, influencers were encouraged to embrace their ‘cherry era’ of femininity, fun, and self-expression. It was a night designed to capture attention both offline and online.
Amplification
While influencers created user-generated content throughout, the entire trip was immortalised through the production of a Wes Anderson-style short film. As the event was the first of many, we also developed a comprehensive toolkit that will be used to engage Oriflame’s global community through a series of secret cherry parties across the world.
Taking the creative concept to London
As part of the global campaign, Brandnation activated the Secret Cherry Party creative concept in London, inviting high-profile beauty and lifestyle influencers and top-tier journalists from the likes of Vogue Business, The Telegraph, Glamour and The Independent.
Referencing the global Paris event, the night was held at French restaurant Bob Bob Ricard in the heart of the city. Dressed in burgundy and black lace, guests were treated to an Oriflame-branded dinner dotted with nods to the Love Potion Cherry on Top fragrance, from a custom cherry-themed cake to embossed fragrances.
During the evening, Oriflame’s UK experts led a blind fragrance test for invitees, mirroring the sensory exploration at Givaudan in Paris. Guests experienced various scents, before identifying the distinctive cherry-chocolate fragrance of Oriflame’s Love Potion Cherry on Top.
Services
Creative ideation
Influencer marketing
Event planning, logistics & management
Branding & design
Global toolkit creation
“Brandnation provided a rare combination of creativity and operational efficacy underpinned by a true passion for executional excellence and an in-depth understanding of relations management.
We have received coverage beyond our expectations, and the feedback from both our guests and partners has been overwhelmingly positive.”
Global Media and Digital Activation Director at Oriflame Cosmetics
