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  3. Oriflame SWOT Analysis

Oriflame SWOT Analysis

Published by MBA Skool Team in FMCG category Last Updated: November 11, 2023Read time:

Here is a detailed SWOT analysis of Oriflame covering strengths, weaknesses, opportunities and threats.

Oriflame Strengths

  1. Easily available products in residential areas, at parlours and sold by people whom customers know and trust
  2. Release catalogues frequently with offers on products
  3. Customers get help from sponsors who help them as a consultant choose product according to their skin type, climate etc
  4. Established brand name since 43 years
  5. Provides natural beauty products through an independent sales force of over 3 million people

Above are the strengths in the SWOT Analysis of Oriflame. The strengths of Oriflame looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Oriflame Weaknesses

  1. Lack of promotional activities through mass media
  2. Depends on the network of individual sponsors on most of its distribution and available in very few stores

These were the weaknesses in the Oriflame SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Oriflame Opportunities

  1. Develop deeper distribution network
  2. Expanding in rural areas
  3. Investing in R&D, launch of new products through innovation

Above we covered the opportunities in Oriflame SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Oriflame Threats

  1. Aggressive price competition from local and multinational players
  2. Availability of cheap beauty products
  3. Presence of many established brands at one place in the stores thus giving customers variety

The threats in the SWOT Analysis of Oriflame are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Oriflame SWOT analysis.

About Oriflame

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Oriflame Overview
Parent Company

Oriflame Cosmetics


Personal Care Brands- Cosmetics



Tagline/ Slogan

Natural Swedish cosmetics


One of the best direct selling companies

Oriflame STP

Middle market price segment

Target Market

Women purchasing products on the suggestion of sponsors at the comfort of their homes or trusted salons


Provide natural cosmetics

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. 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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