Max Factor SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 1370

SWOT Analysis of Max Factor with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Max Factor

Parent Company

Procter & Gamble


Personal Care brands- Cosmetics



Tagline/ Slogan

The makeup of makeup artists


Professional look without price of professional product



Women’s cosmetics

Target Group

Working women between 20 to 45 years with above average disposable income looking for quality and price


Brand that provides professional look without professional price because of its innovation

SWOT Analysis


1. Leverage global procurement network developed by P&G
2. Competitive pricing in medium tier II segment
3. Globally recognized brand

4. Rank second in market share after L’Oreal

5. Perceived as an innovative brand

6. Brand given high regard by makeup professionals


1. Intense competition means limited market share and smaller margins

2. Losing market share forced P&G to withdraw brand from US


1. Global economic turbulence increases demand for medium priced Max Factor products
2. Rapidly expanding demands in developing countries 
3. Scope of exclusive sales tie-up with certain e-tailing companies to scale up sales


1. Trend moving towards natural and organic makeup products
2. Increasing environment sensitivity among consumers



1. Maybelline
2. Courjois Paris

3. Revlon

4. Almay

5. Neutrogena

6. L'Oréal 
7. CoverGirl


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