Covergirl SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 13392

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


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



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

SWOT Analysis


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


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


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


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



3. Estee Lauder

4. Avon

The table above concludes the Covergirl SWOT analysis along with its marketing and brand parameters.


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.

Search & Explore : BrandGuide

The brand names and other brand information used in the BrandGuide section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only. Utmost care has been taken in the analysis of the brands. However, if you find any ambiguity kindly help us improve.

Edit the Brand or Add a New One : Contribute to BrandGuide
Share this Page on:

Similar Brands in the same Sector: