Oriflame SWOT Analysis, Competitors & USP

Posted in FMCG, Total Reads: 17778

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


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 Group

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


Provide natural cosmetics

Oriflame SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (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


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


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


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 Competition


Below are the 3 main Oriflame competitors :


The brandguide table above concludes the Oriflame SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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