The first product will be a toothpaste which will be launched in the first quarter of 2009. The company intends to spend one-third of the overall marketing budget on the oral care and wellness sectors.
Devapriya Khanna, national marketing manager, Oriflame India, said, "The reasons for venturing into these segments are in keeping with Oriflame's strategy of first focusing on external beauty and now on internal beauty. The overall positioning of the wellness products has two parts ? one is beauty from within and second is get into your favourite dress."
