L’Occitane SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 12202

SWOT Analysis of L’Occitane with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


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 Group

Middle ,upper class young and adult women


Effectiveness and pleasure

L’Occitane SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (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


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


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


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 Competition


Below are the 4 main L’Occitane competitors :



3.Ales group


The brandguide table above concludes the L’Occitane 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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