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Max Factor SWOT Analysis

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

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

Max Factor Strengths

  1. Leverage global procurement network developed by P&G
  2. Competitive pricing in medium tier II segment
  3. Globally recognized brand
  4. Rank second in market share after L’Oreal
  5. Perceived as an innovative brand
  6. Brand given high regard by makeup professionals

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

Max Factor Weaknesses

  1. Intense competition means limited market share and smaller margins
  2. Losing market share forced P&G to withdraw brand from US

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

Max Factor Opportunities

  1. Global economic turbulence increases demand for medium priced Max Factor products
  2. Rapidly expanding demands in developing countries 
  3. Scope of exclusive sales tie-up with certain e-tailing companies to scale up sales

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

Max Factor Threats

  1. Trend moving towards natural and organic makeup products
  2. Increasing environment sensitivity among consumers

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

Hence this concludes the Max Factor SWOT analysis.

About Max Factor

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

Max Factor Overview
Parent Company

Procter & Gamble


Personal Care brands- Cosmetics



Tagline/ Slogan

The makeup of makeup artists


Professional look without price of professional product

Max Factor STP

Women’s cosmetics

Target Market

Working women between 20 to 45 years with above average disposable income looking for quality and price


Brand that provides professional look without professional price because of its innovation

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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