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Oriflame SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

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

SWOT analysis of Oriflame analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Oriflame SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Oriflame to benchmark its business & performance as compared to the competitors and industry. As of 2020, Oriflame is one of the leading brands in the FMCG sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Oriflame competitors and includes Oriflame target market, segmentation, positioning & Unique Selling Proposition (USP).

Oriflame SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Oriflame Brand Analysis
Parent Company

Oriflame Cosmetics


Personal Care Brands- Cosmetics



Tagline/ Slogan

Natural Swedish cosmetics


One of the best direct selling companies

Oriflame STP
Oriflame Segmentation

Middle market price segment

Oriflame Target Market

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

Oriflame Positioning

Provide natural cosmetics

Oriflame SWOT Analysis
Oriflame Strengths

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

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

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 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 Competition

Below are the top 3 Oriflame competitors:


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.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Oriflame. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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