L’Occitane SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

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

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

SWOT Analysis of L’Occitane

For L’Occitane, 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.

L’Occitane Strengths

The strengths of L’Occitane 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 L’Occitane :

1. The company has high brand equity as worldwide reference for well being with unique body ,face and home products

2. The company has worldwide presence like France, America, Europe, Asia and middle east

3.It has reliable supply of materials from local vendors that adds value into authencity

4. Its product portfolio includes skin care, fragrances, bath and body products, makeup, men’s products, hair care, soaps

L’Occitane 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 L’Occitane SWOT Analysis:

1. Many competitors present in beauty product industry struggling to get high margins globally

2. The company still hasn’t penetrated into the emerging economies as some global players

L’Occitane 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 L’Occitane SWOT Analysis:

1.The beauty product industry continues to expand globally

2.Rising per capita income and access to international markets are increasing spending on discretionary items

3.Consumers of beauty products tend to be product loyal

L’Occitane 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 L’Occitane are as mentioned:

1. Recent economic turmoil had decreased spending on some discretionary items such as perfumes in various countries

2.Personal recommendations weigh more heavily that celebrity marketing so lot of spending on marketing campaigns to gain consumer trust

L’Occitane Competitors

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



3.Ales group


Hence this concludes the L’Occitane SWOT analysis.

Continue reading more about the brand/company.

About L’Occitane

L’Occitane Overview
Parent Company



Beauty products retail


Lifestyle and Retail

Tagline/ Slogan

The woman from Occitania (Beauty that retain your tradition)


Authencity and naturalness

L’Occitane STP

Beauty and status cautious women

Target Market

Middle ,upper class young and adult women


Effectiveness and pleasure

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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