The SVP and Head of South Asia and MD, Oriflame, Sergei Kanashin has revealed that, while digital is a key strategic focus for the company, the Swedish direct sales operation ‘will never be 100 percent digital’.

In an interview with Business Today, Kanashin said that human interaction ‘will always be important’ and while digital can save time and the company uses platforms such as WeChat, Viber and Facebook as a tool to share information and train consultants, the company’s success lies in ‘leveraging the power of communities and the human connect’.

Kanashin also revealed that the company was gearing up to usher in a series of new skin care and wellness launches in the near future, particularly in the anti-aging arena, with a men’s grooming range in the pipeline too.

“We want sales from skin care and wellness products to reach 50 percent in the next three years and we will be expanding its product portfolio rapidly in these two categories to drive future growth,” he told Business Today.