Swedish cosmetics major Oriflame on Wednesday launched a new range of cosmetics in 10 different shades.
"We have launched this product for the first time in India that will have a 3D shine effect. Keeping in mind the emerging cosmetics market, Oriflame India plans to launch 100-150 new products every year - focusing mainly on the skin care and fragrance segment," Fredrik Widell, Oriflame India managing director, told IANS on the sidelines of the launch function here.
He said the company did not want to be tagged as an upper class brand and would stretch out to capture middle class and upper-middle class markets.
Oriflame is a global cosmetics company that has its presence in 59 countries.
Model and actress Malaika Arora Khan, brand ambassador of Oriflame, said the new range of Power Shine Lipsticks are skin friendly and would keep lips moist all day long.