On behalf of Oriflame, we are responsible for the strategy and comprehensive communication of the Glow Up by Oriflame campaign – an initiative aimed at young women who value balance, authenticity, and conscious self-care.
Glow Up by Oriflame is a long-term campaign targeting young, active women who take care of themselves, seek harmony between body and mind, and build a lifestyle based on self-acceptance, mindfulness, and daily wellbeing rituals. The campaign encourages a redefinition of beauty – not as a result of perfection, but as the outcome of consistent, simple actions: mindful movement, conscious nutrition, moments of reflection, and rest. This approach is reflected not only in the campaign message but also in the communication structure – focused on building a supportive community and authentic relationships with the audience.
We manage the campaign’s social media communication (Instagram, TikTok), influencer marketing initiatives, and the creation of UGC content. Glow Up operates through a separate communication channel, independent from Oriflame’s main profiles – allowing for trust, authenticity, and higher engagement without direct sales context.
“Glow Up is more than a campaign – it’s a movement supporting women in building a conscious, self-accepting relationship with themselves. We are thrilled that Valkea can co-create a project that inspires, educates, and shows that beauty begins with inner balance and daily self-care. By creating this space, we hope to help women let go of the sense of imperfection that often accompanies them from a young age. We deeply appreciate Oriflame’s courage to invest in initiatives that go beyond classic product communication. This openness to meaningful, long-term projects shows that the brand truly listens to and understands the needs of women,” says Iwona Smoczarska, Head of Content Social Media.
