Beauty and personal direct selling specialist Oriflame Maroc SARL held the leading position in direct selling in Morocco during 2012. Oriflame maintains a very wide network of sales representatives in the cities it covers in Morocco and this has led to the company becoming very successful and it also helped the company to boost awareness of the benefits of its products among its target consumer base. Through its wide network of direct selling representatives, the company has also been able to gain a strong understanding of the tastes of local consumers and the nature of demand for beauty and personal care products in Morocco. The company’ value share in direct selling increased during 2012 as it expanded the number of sales representatives in its network and increased its marketing activities. Oriflame constantly invested in expanding the range of products it offers in Morocco towards the end of the review period.