Max Factor SWOT Analysis, Competitors & USP

Posted in FMCG, Total Reads: 4760

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

Max Factor

Parent Company

Procter & Gamble


Personal Care brands- Cosmetics



Tagline/ Slogan

The makeup of makeup artists


Professional look without price of professional product

Max Factor STP


Women’s cosmetics

Target Group

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

Max Factor SWOT Analysis


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 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


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


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


Below are the 7 main Max Factor competitors :

1. Maybelline
2. Courjois Paris

3. Revlon

4. Almay

5. Neutrogena

6. L'Oréal 
7. CoverGirl

The brandguide table above concludes the Max Factor 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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