The Oriflame community fosters an empowering environment for women: Irina Bonich

Adgully has consistently celebrated and acknowledged the accomplishments of women entrepreneurs and leaders in various sectors. One of our notable initiatives, W-SUITE, focuses on highlighting extraordinary women achievers in the Media & Entertainment, Advertising, Marketing, PR, and Communications industry. In this updated series, we aim to explore how women leaders adeptly manage their teams and overcome challenges in the dynamic landscape of their respective industries.

In an exclusive interaction with Adgully, Irina Bonich, Marketing Director, Oriflame, highlights the brand’s focus on empowering individuals through beauty, wellness, and sustainability. She emphasizes the importance of natural ingredients, Swedish innovation, and eco-friendly practices in their products, while showcasing how digital transformation and their direct selling model foster deeper connections with consumers.

What, according to you, sets women leaders apart in the beauty and wellness industry, and how do you incorporate these qualities into your leadership style at Oriflame?

Indian market is very dynamic and new brands are growing like mushrooms after the rain. To stand out brand must be on the spot with understanding of consumer insights, building strong communication and relations with brand. Women leaders essentially bring emotional Intelligence and empathy, which allow a better understanding of consumer insights on a deeper level. Many women leaders in Beauty industry are extremely passionate about self-care and wellness, which brings another level of involvement and understanding the product, which in turn, impacts positively the communication.

Collaborative leadership, fostering inclusive and diverse working environment helps to build stronger teams fostering essential talent and creating supportive work environment and clear communication.

How do you see the role of women evolving in direct selling, and what innovations do you believe women leaders bring to Oriflame’s unique business model?

We are people’s business driven by personal recommendations. We are not here to judge or give tick boxes to reach someone’s expectations. We are here to build a community of people who will support you in achieving your beauty goals and celebrate your every small step on this way. We have various opportunities – whether you would like to become a beauty insider in a way and buy Oriflame products created with European quality standards and more than 55 years of expertise in product development, or you want a small side business, or you would like to choose Direct Selling as your major career. No investments are required to start your own business, and we are there to support women with product and business trainings.

Balancing a high-level leadership role with personal commitments can be challenging. What is your mantra for maintaining this balance, and what advice would you give to aspiring women leaders?

There is no mantra really, I am grateful to my parents who raised me as an independent and ambitious person, guiding by example and believing in me on my way. And there is no balance, as well. It is about priority, which keeps changing. At times, I must be fully dedicated to work projects, and there is family time when I’m present 100% for them. My spouse is truly a partner. We support each other when it comes to career, parenting, or anything that comes in our life. So, for me it is about being able to make my own decisions and about support of my family, sharing same values and respect.

Over the years, how have you observed the contributions and presence of women evolving in Oriflame’s leadership and Brand Partner network?

More and more women are taking on leadership roles within Oriflame in India and worldwide, from team leaders to senior management positions. We are a female governed company, with women representing 60% of our workforce. We are also proud to say, this is reflected in our top management in India and the Global Leadership Team. Oriflame India was awarded The Economic Times “Best Organisations for Women” 2023 Award. This acknowledges and celebrates organisations that foster the best workplace culture for women, provide avenues of leadership and career development – and empower female employees to create a gender-equal workplace.

Oriflame’s direct selling model has empowered countless women by providing them with flexible work opportunities and financial independence. Many women have used the platform to develop their skills, build confidence, and achieve personal goals. The Oriflame community fosters a supportive and empowering environment for women, enabling them to connect, learn, and grow together. By empowering women and creating opportunities for their growth.

As a woman leader, how do you nurture and mentor the next generation of women leaders within Oriflame?

By leading by example, communicating clear goals and expectations, fostering a supportive environment. Through skills enhancement programs and personalised coaching.

Oriflame has a strong focus on empowering women through micro-entrepreneurship. How does this strategy align with Oriflame’s broader mission of promoting gender equality and economic upliftment?

We are indeed open for everyone. It is not about gender or age or level of education. We are inclusive and supportive global community for entrepreneurial people, who share our passion for wellbeing and beauty.

Oriflame makes you a beauty industry insider, by providing product trainings and editorial, and offers a plug-and-play micro-entrepreneurship opportunity. 80% of our brand partners are women and we are very proud to state the fact.

What upcoming projects or initiatives are you leading at Oriflame, and how do they reflect the company’s commitment to innovation and social impact?

India is a strategic market for Oriflame and we are constantly working on portfolio that will be relevant for Indian consumer. It means that we launch not only global products, but work on selective concepts developed specially for Indian market and crafted with the same principles: safe, performing, and ethical – from formulation to production.

How has Oriflame’s hybrid model of direct selling, blending digital and in-person interactions, impacted women’s participation and leadership opportunities?

It is plug-n-play approach. We have in-person experiential sessions, product trainings, events, and continuously evolving digital tools supporting our brand partners. From business analytics and marketing automation to development of their social media channels.

Oriflame is focused on engaging Gen Z and millennials. How do you tailor marketing strategies to resonate with younger consumers while continuing to support women’s empowerment?

Our holistic portfolio has products catering to all ages and genders. Oriflame is leveraging digital platforms, focusing on developing internal influencers, and personalized experiences. At the same time, we are focusing on inclusivity through our communication, entrepreneurial opportunities and sustainability. 

GenZ loves life beyond 9-5 and want financial freedom with flexibility of living the way they want. What can be more fulfilling to work beyond 9-5 with products that are iconic and loved by millions across the world by becoming our Brand Partner. Do you know one tender care is getting sold in every 15 seconds in the world and nearly 1 Giordani Gold Pearl is getting sold every minute. So, no stress of starting from scratch or taking logistics, marketing or what not on your head, just focus on profit and growth and rest will be taken care by Oriflame.