Wella SWOT Analysis, Competitors & USP

Posted in FMCG, Total Reads: 9883

SWOT analysis of Wella analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Wella 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 Wella to benchmark its business & performance as compared to the competitors and industry. Wella is one of the leading brands in the FMCG sector. The table below also lists the top Wella competitors and elaborates Wella market segmentation, target group, positioning & Unique Selling Proposition (USP).

Wella SWOT, Competitors, Marketing STP & Brand analysis Table
Wella Brand 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. Strengths are:

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


Here are the weaknesses in the Wella SWOT Analysis:

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


Following are the Opportunities in Wella SWOT Analysis:

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


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

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 top 4 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. Browse marketing analysis of more brands and companies similar to Wella. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories. This SWOT and marketing analysis has been researched & authored by our BrandGuide Research Team members.

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