Oriflame SWOT Analysis

Published by MBA Skool Team, Last Updated: April 20, 2020

Oriflame SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Oriflame, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

Oriflame is one of the leading brands in the FMCG sector. The article below lists the Oriflame SWOT, competitors and includes its target market, segmentation, positioning & USP.

SWOT Analysis of Oriflame

For Oriflame, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Oriflame Strengths

The strengths of Oriflame looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value.

A list of strengths is mostly the starting point in starting SWOT analysis. Below are the Strengths in the SWOT Analysis of Oriflame :

1. Easily available products in residential areas, at parlours and sold by people whom customers know and trust
2. Release catalogues frequently with offers on products
3. Customers get help from sponsors who help them as a consultant choose product according to their skin type, climate etc
4. Established brand name since 43 years

5.Provides natural beauty products through an independent sales force of over 3 million people

Oriflame Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Oriflame SWOT Analysis:

1.Lack of promotional activities through mass media
2.Depends on the network of individual sponsors on most of its distribution and available in very few stores

Oriflame Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Oriflame SWOT Analysis:

1.Develop deeper distribution network
2.Expanding in rural areas
3.Investing in R&D, launch of new products through innovation

Oriflame Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Oriflame are as mentioned:

1.Aggressive price competition from local and multinational players
2.Availability of cheap beauty products
3.Presence of many established brands at one place in the stores thus giving customers variety

Oriflame Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Oriflame:


Hence this concludes the Oriflame SWOT analysis.

Continue reading more about the brand/company.

About Oriflame

Oriflame Overview
Parent Company

Oriflame Cosmetics


Personal Care Brands- Cosmetics



Tagline/ Slogan

Natural Swedish cosmetics


One of the best direct selling companies

Oriflame STP

Middle market price segment

Target Market

Women purchasing products on the suggestion of sponsors at the comfort of their homes or trusted salons


Provide natural cosmetics

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Browse marketing analysis of more brands and companies similar to Oriflame. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2000 brands from over 20 industry sectors.

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