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

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

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

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

Covergirl SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Covergirl Brand 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

Covergirl STP
Covergirl Segmentation

Women aged 15-40 years

Covergirl Target Market

Women seeking beauty and skin care

Covergirl Positioning

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

Covergirl SWOT Analysis
Covergirl Strengths

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

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

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 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

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.

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, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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