Covergirl SWOT Analysis, Competitors & USP

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

Covergirl SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Covergirl, 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 Covergirl to benchmark its business & performance as compared to the competitors, and make strategic improvements. Covergirl is one of the leading brands in the FMCG sector.

The article below lists the Covergirl SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Covergirl SWOT Analysis:

SWOT Analysis of Covergirl

For Covergirl, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Covergirl Strengths

The strengths of Covergirl looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Covergirl :

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

Covergirl Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. 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

Covergirl Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. 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

Covergirl Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. 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 Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 4 competitors of Covergirl:

3. Estee Lauder

4. Avon

Hence this concludes the Covergirl SWOT analysis.

Continue reading more about the brand/company.

About Covergirl

Covergirl Overview
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 Market

Women seeking beauty and skin care


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

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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