The Oriflame "I’ve got it!" campaign, launched in Slovakia in 2012, aimed to attract at least 3,000 new consultants by empowering women aged 18-35 to envision themselves as successful stars within the Oriflame community. The core brand proposition centers on the promise of accessibility and personal achievement—positioning Oriflame not only as a beauty brand but as a platform where women can easily build their own brand identity and enjoy meaningful success. By encouraging participants to personally engage with the campaign through a customizable video experience, the campaign conveyed a strong message of personal empowerment and ownership.
The market strategy focused on a digital, interactive approach tailored to young women seeking both self-expression and economic opportunity. The insight driving the campaign recognized the aspirations of this demographic to be seen as talented and successful while desiring an emotionally resonant, entertaining experience. By allowing women to become the protagonists in a personalized video and fostering a sense of viral peer endorsement, the campaign leveraged user engagement and social sharing effectively. This creative angle made the brand relatable and lowered perceived barriers to entry, emphasizing that success with Oriflame is attainable and within reach. Despite modest YouTube metrics post-campaign, the initial viral spread—with over 33,200 views in the first month—reflects the campaign’s early traction and alignment with its target audience’s digital behavior and emotional motivations.
FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to.
This campaign centers on personalization, allowing any woman to become the star of the video, directly reflecting the target group: women 18-35 aspiring for success and self-fulfillment. The creative hook involves viewers picturing themselves as successful Oriflame consultants, saying “I’ve got it!” and linking their name and face to the brand. Rather than following a traditional narrative or overt solution, it motivates by mirroring the audience’s own ambitions, making user identity and aspiration the driving force.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Avon – Market Positioning
Avon leverages a strong direct-selling heritage and extensive product range to empower women globally. Its market positioning centers on accessibility, affordability, and personalized beauty solutions, emphasizing community and social selling as key drivers. Avon’s focus on empowering female entrepreneurs through flexible income opportunities aligns closely with Oriflame’s consultant model, highlighting values of empowerment and trust.
2. Mary Kay – Market Positioning
Mary Kay positions itself as a premium direct sales beauty brand focused on personalized skincare and cosmetics. It differentiates through a strong consultant support system, motivational culture, and emphasis on self-confidence and entrepreneurship for women. Mary Kay champions empowerment via beauty and business opportunity with a polished, aspirational brand image that appeals to women seeking both financial independence and personal growth.
3. Yves Rocher – Market Positioning
Yves Rocher emphasizes botanical-based beauty products with a commitment to natural ingredients and ecological responsibility. Its market positioning harnesses sustainability and French-origin heritage, appealing to environmentally conscious consumers. Yves Rocher balances direct selling and retail channels while promoting authenticity and wellness, differentiating itself through a green, nature-driven product philosophy.
4. Oriflame (for context) – Market Positioning
Oriflame emphasizes the empowerment of women through a direct-selling model with an accessible, Scandinavian-inspired beauty range. The brand differentiates itself by combining product quality, entrepreneurial opportunity, and emotional storytelling, targeting young women motivated to achieve success and personal affirmation in beauty and business.
5. LR Health & Beauty Systems – Market Positioning
LR Health & Beauty Systems combines direct selling with a focus on health and wellness products alongside cosmetics. Originating from Germany, it differentiates by integrating nutritional supplements with beauty products, marketing a holistic approach to health and beauty. Its strategy targets health-conscious customers and consultants seeking comprehensive wellness solutions with a premium positioning in both sectors.
Q: What is I’ve got it! about?
A: I’ve got it! is a digital campaign created by the agency 2CREATE for Oriflame, launched in Slovakia in 2012. The campaign targeted women aged 18 to 35, aiming to recruit at least 3,000 new consultants by positioning Oriflame as a platform for personal success and empowerment. Central to the campaign was a personalized video experience that allowed any woman to cast herself as the lead star, making the journey to becoming an Oriflame consultant feel accessible, entertaining, and emotionally resonant. The campaign leveraged digital interactivity to drive engagement and viral sharing within its target demographic.
Q: What creative device does I’ve got it! use?
A: I’ve got it! employs FORMAT#10 ASSOCIATED USER IMAGERY, as classified by Clapboard’s 12-format taxonomy. This creative device centers on showing a user profile the target audience can relate to or aspire to, in this case allowing women to see themselves as the protagonist of the campaign’s personalized video. By enabling participants to insert their own name and face into the narrative, the campaign directly mirrors the ambitions and identities of its audience, making user aspiration and personal relevance the driving force behind engagement and message retention.
Q: What is the campaign proposition for I’ve got it!?
A: The campaign proposition for I’ve got it! positions Oriflame as a brand that empowers young women to achieve personal and professional success by becoming consultants. Targeted at women aged 18–35, the campaign communicates that joining Oriflame is both accessible and rewarding, allowing individuals to build their own brand identity and enjoy meaningful recognition. This strategic positioning is significant within the beauty market, where self-expression and economic opportunity are key motivators. By offering a customizable, emotionally engaging digital experience, Oriflame aligns itself with the aspirations of its target audience and reinforces its commitment to female empowerment.
Q: How does I’ve got it! rank in Clapboard's archive?
A: I’ve got it! holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and its resonance within the cultural and market context of its launch.
Q: Who are the competitors in Oriflame's category?
A: In Oriflame’s category, key competitors include Avon, which emphasizes accessibility and community-driven direct selling to empower women globally; Mary Kay, which positions itself as a premium beauty brand with a strong consultant support system and a focus on self-confidence and entrepreneurship; Yves Rocher, which differentiates through botanical-based products and a commitment to sustainability and authenticity; and LR Health & Beauty Systems, which combines beauty and wellness through a holistic product offering targeting health-conscious consumers. Each brand leverages distinct positioning strategies to attract women seeking both beauty solutions and entrepreneurial opportunity.
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