The Packaging Arena and Oriflame to develop new packaging concepts

The Packaging Arena, together with Oriflame Cosmetics sets out to find new packaging concepts in the area of cosmetics and beauty products. The goal is to combine new customer values with a smaller environmental impact. Oriflame customers and beauty consultants will be involved as a central part of the innovation process.

The new packaging concepts will be developed through an open innovation process. Oriflame is the initiator of the project, which is supported from Vinnova with 700 000 SEK. Total project budget is 1 400 000 SEK.

- Oriflame is already leading in innovation by continuously introducing interesting new products. However, we would like to become even better at involving our consumers and consultants in developing future products. In this project together with The Packaging Arena, we invite consumers to work with us right from the start of the innovation process. The Packaging Arena also offers a network of academic researchers and companies that can provide an interesting perspective to the project, says Hubert Smurawa, Front End Innovation Manager at Oriflame.

The Packaging Arena will lead the project. Partners in the project will also be Attityd, member in The Packaging Arena, and two of the most prominent researchers in user-driven innovation in Sweden - Per Kristensson from CTF, Karlstad University and Jonas Matthing from SP.

- It feels great and very inspiring that Oriflame chose to work with The Packaging Arena in this project. Innovation from a consumer and market perspective is something we have extensive experience in and have previously run similar projects with good results. It's also of high value to have both researchers and a member company as partners in the project, says Sandra Erikson CEO of The Packaging Arena. 

Contact:
Nina Kask, Project Manager The Packaging Arena
+46 (0) 703 23 25 85
n.kask@packagingarena.com

Hubert Smurawa, Front End Innovation Manager Oriflame.
+46 (0) 727 47 12 21
hubert.smurawa@oriflame.com

Sandra Eriksson, CEO The Packaging Arena
+46 (0) 738 02 79 04
sandra.eriksson@packagingarena.com

-------

ABOUT ORIFLAME

Oriflame was founded in Sweden in 1967 by Jonas and Robert af Jochnick and their friend Bengt Hellsten. Today, Oriflame an international direct selling cosmetics company with sales in over 60 countries and a turnover of 1.5 billion euros a year.

Oriflame has a broad product offering of innovative beauty products inspired by nature. Approximately 3.6 million independent sales consultants market these products.

Respect for fellow human beings and nature are an important part of Oriflame's culture. We support numerous charities worldwide and are also co-founders of World Childhood Foundation. Oriflame is listed on NASDAQ OMX Stockholm since 2004.