Max Factor SWOT Analysis, Competitors & USP

Procter & Gamble

Personal Care brands- Cosmetics

FMCG

The makeup of makeup artists

Professional look without price of professional product

Women’s cosmetics

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

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Max Factor. Strengths are:

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

Here are the weaknesses in the Max Factor SWOT Analysis:

1. Intense competition means limited market share and smaller margins

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

Following are the Opportunities in Max Factor SWOT Analysis:

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

The threats in the SWOT Analysis of Max Factor are as mentioned:

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

Below are the top 7 Max Factor competitors:

1. Maybelline
2. Courjois Paris

3. Revlon

4. Almay

5. Neutrogena

6. L'Oréal 
7. CoverGirl