Max Factor SWOT Analysis, Competitors & USP

Max Factor

Parent Company

Procter & Gamble

Category

Personal Care brands- Cosmetics

Sector

FMCG

Tagline/ Slogan

The makeup of makeup artists

USP

Professional look without price of professional product

Max Factor STP

Segment

Women’s cosmetics

Target Group

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

Positioning

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

Max Factor SWOT Analysis

Strengths

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

Weaknesses

Here are the weaknesses of Max Factor :

1. Intense competition means limited market share and smaller margins

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

Opportunities

Following are the Opportunities of Max Factor :

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

Threats

The threats of Max Factor are as mentioned :

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

Max Factor Competition

Competitors

Below are the 7 main Max Factor competitors :

1. Maybelline
2. Courjois Paris

3. Revlon

4. Almay

5. Neutrogena

6. L'Oréal 
7. CoverGirl