Oriflame Company’s Personal Selling and Green Marketing Strategy on Consumer Purchase Interest: A Literature Review

Abstract

Oriflame is a cosmetics firm that markets itself as a Swedish beauty brand (Beauty by Sweden). It was started in 1967 in Sweden by Bengt Hellsten and two brothers, Robert and Jonas Af Jochnick, and operates through a direct sales model in 60 countries. Oriflame manufactures toiletries, cosmetics, skincare (skincare), perfume (fragrance), and children's care products under the firm name PT Orindo Alam Ayu, which is registered with APLI (Indonesian Direct Selling Association). The goal of this research was to find out how the Oriflame company's personal selling and green marketing techniques affect consumer purchasing behavior. A literature review was conducted utilizing the Google Scholar database and the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) technique. The findings indicate that the seller's personal selling technique has a direct effect on the buyer-seller relationship. Communication is necessary to persuade consumers to purchase Oriflame goods. The outcome is a sales transaction, and the green marketing strategy is composed of four (four) subvariables: green product, green pricing, green location, and green promotion.