Oriflame | The Beauty Lab
Results
10 million
total audience
5.7m
estimated reach
1.3 million 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.
Services
Creative ideation
Branding and design
Experiential including end-to-end event delivery, logistics and management
Influencer marketing
Public relations
Content creation including photography
