Oriflame has been named the Official Fragrance Partner of Touring Shows in Europe and Mexico for Cirque du Soleil. Oriflame will now collaborate with Cirque du Soleil across a series of activations and initiatives to bring its fragrance artistry to the performances as part of a broader multisensory creative experience.
“This partnership is a powerful expression of beauty meeting creativity,” said Anna Malmhake, Oriflame CEO & President. “Cirque du Soleil inspires through extraordinary artistic performance, while Oriflame empowers people to express themselves through beauty and entrepreneurship. Together, we can elevate fragrance into an experience that is more emotional, immersive and meaningful.”
Oriflame described the partnership as a natural alignment, as both organizations champion talent and support global community to unlock opportunity regardless of background or geography. Together, the goal is to create new ways to engage audiences and consumers through experiences that reflect imagination, innovation and aspiration that is at the heart of the mission for both brands.
“Fragrance has always had the power to evoke emotion and transport people into different worlds,” said Elana Degtyareva, Oriflame Chief Marketing Officer. “Through this collaboration, we are reimagining fragrance as an experience shaped by artistry and storytelling. This vision will come to life later this year with the launch of Possess Intense, a scent that captures confidence, transformation and self-expression in a truly elevated way.”
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