The new range will include nail polishes, lipsticks, roll-on deodrants, shower gels, clear mascara, natural-wear foundation creams and branded foot-files.

The company has earmarked a large adspend for the launch and planned "beauty days" in several cities to increase the general awareness for its products among women.

Kassal further said that the company is increasingly laying emphasis on personalised service. Considering the weak retailing infrastructure in the country, providing more information about skin, beauty treatment and fitness is one of the ways for the company to reach out to potential customers.

The company operates through a chain of distributors through its nine offices, one each inDelhi, Mumbai, Calcutta, Chennai, Bangalore, Hyderabad, Pune, Chandigarh and Jaipur.

Following its entry into the country in December, 1996, the subsidiary has recorded a Rs 34-crore turnover, making it one of the country's top five cosmetic companies.

Apart from a distribution network providing personalised service, the company also advertises through direct mailers, the marketing head said.

The concept of "beauty days" is being used as a sales pitch for its products as well. Apart from fashion and dance shows, the event also includes guidance on skin care, make-up, hair, diet and physical fitness. This event, which has already been held in Delhi, will be held in Bangalore on July 25 and 26.

According to Kassal, the bulk of Oriflame products are imported from Dublin and Warsaw where the multinational has large manufacturing facilities. The products, based on natural extracts of fruits and vegetables, are advertised as having no side effects.

With the launch of lower-priced products, the company isplanning to compete with the Elle 18.