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

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

SWOT analysis of Maybelline analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Maybelline 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 Maybelline to benchmark its business & performance as compared to the competitors and industry. As of 2020, Maybelline is one of the leading brands in the FMCG sector.

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

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



Personal Care brands - Cosmetics



Tagline/ Slogan

Maybe She's Born With It. Maybe It's Maybelline


Large variety of products with competitive costs

Maybelline STP
Maybelline Segmentation

Middle and upper class

Maybelline Target Market

18-35 year old female at mass market

Maybelline Positioning

Makes you more beautiful with subtle care

Maybelline SWOT Analysis
Maybelline Strengths

Below are the Strengths in the SWOT Analysis of Maybelline:

1. Maybelline has the top research and development teams and resources through their parent company L’Oreal
2. The Maybelline has a coveted image of hip, intelligent, stylish and charming
3. Strong market penetration and brand loyalty
4. Low prices due to low cost of production

5.Different versions of product are produced for each country

Maybelline Weaknesses

Here are the weaknesses in the Maybelline SWOT Analysis:

1.Despite being a popular brand, cosmetics industry has intense competition and hence limited market share
2. Sometimes cosmetic products don’t suit people with sensitive skin

Maybelline Opportunities

Following are the Opportunities in Maybelline SWOT Analysis:

1.State of art research center
2.Using know how from L’oreal group

Maybelline Threats

The threats in the SWOT Analysis of Maybelline are as mentioned:

1.People are afraid to follow the latest fashion
2.High tech competitor factories
3.Wide range of substitutes

Maybelline Competition

Below are the top 3 Maybelline 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.

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