Wella SWOT Analysis, Competitors & USP

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


Parent Company

Procter and Gamble


Personal Care brands- Cosmetics



Tagline/ Slogan

Trends by Wella


One of the largest hair care companies in the world

Wella STP


Higher priced segment of the personal care market

Target Group

Women and men seeking products for hair care and personal care


Sets new trends with its innovative products

Wella SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Wella :

1. Strong product development program which enables it to maintain a healthy pipeline of products
2. Strong distribution network with presence in stable and mature markets as well as growing, dynamic markets
3. Innovative, introduced Koleston – the first cream haircolor in the world
4. Support of P&G –benefits from P&G’s extensive distribution network and marketing strengths


1. Weak financial performance
2. Usage of chemicals in various hair care products which are taken to be harmful by some customers in the category(for all brands of hair color)
3.High service costs involved


1. High growth potential for male grooming products
2. Growth in emerging markets
3.Introduction of new products in its various categories

4. Extending the brand portfolio and at the same time focusing on the segment of higher priced international prestige fragrances


1. Growing demand for private label cosmetics and hair care products
2.Consumer protection issues regarding use of chemicals in various cosmetic products
3.Aggresive competitors and price wars

Wella Competition


Below are the 4 main Wella competitors :

1. L’Oreal
2. Schwarzkopf
3. Unilever
4. Garnier

The brandguide table above concludes the Wella 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.


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