Covergirl SWOT Analysis, Competitors & USP

Posted in FMCG, Total Reads: 16367

SWOT analysis of Covergirl analyses the brand/company with its strengths, weaknesses, opportunities & threats. Covergirl is one of the leading brands in the FMCG sector. In addition to SWOT Analysis, the table below also lists the top Covergirl competitors and elaborates Covergirl segmentation, targeting, positioning & USP.


Parent Company

Procter and Gamble


Personal Care brands



Tagline/ Slogan

Easy, breezy, beautiful Cover girl


Category leader in the cosmetic industry because of its brand P&G coupled with inexpensive products

Covergirl STP


Women aged 15-40 years

Target Group

Women seeking beauty and skin care


Cosmetics that suit the skin and enhance the beauty from a trusted brand

Covergirl SWOT Analysis


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

1. Promotion through big celebrities
2. Website that connects various users and gives tips on usage of its products
3. Umbrella brand of P&G through which its products are promoted in several different channels
4. Taken additional steps to offer more services

5.Created a larger market by partnering with successful shows like America’s next top model


Here are the weaknesses in the Covergirl SWOT Analysis:

1.Less expansion in various potential markets like Asian countries
2.Decentralized organizational structure
3. Need to fill the gap of well informed new product launches


Following are the Opportunities in Covergirl SWOT Analysis:

1. Expand the distribution network in newer and potential markets
2.Better promotion through advertisements on tv and magazines
3.Partner with salons and small beauty retail stores to expand their current retail market


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

1.Aggressive competition with many potential competitors selling quality products within the same range
2.Rumors about covergirl cosmetics using animal testing to test its products
3. Price wars

Covergirl Competition


Below are the top 4 Covergirl competitors:

3. Estee Lauder

4. Avon

The brandguide table above concludes the Covergirl 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.

Browse marketing analysis of more brands and companies similar to Covergirl. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories.

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