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  3. Covergirl SWOT Analysis

Covergirl SWOT Analysis

Published by MBA Skool Team in FMCG category Last Updated: July 31, 2023Read time:

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

Covergirl Strengths

  1. Promotion through big celebrities
  2. Website that connects various users and gives tips on usage of its products
  3. Umbrella brand of P&G through which its products are promoted in several different channels
  4. Taken additional steps to offer more services
  5. Created a larger market by partnering with successful shows like America’s next top model

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

Covergirl Weaknesses

  1. Less expansion in various potential markets like Asian countries
  2. Decentralized organizational structure
  3. Need to fill the gap of well informed new product launches

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

Covergirl Opportunities

  1. Expand the distribution network in newer and potential markets
  2. Better promotion through advertisements on tv and magazines
  3. Partner with salons and small beauty retail stores to expand their current retail market

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

Covergirl Threats

  1. Aggressive competition with many potential competitors selling quality products within the same range
  2. Rumors about covergirl cosmetics using animal testing to test its products
  3. Price wars

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

Hence this concludes the Covergirl SWOT analysis.

About Covergirl

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

Covergirl Overview
Parent Company

Procter and Gamble


Personal Care brands



Tagline/ Slogan

Easy, breezy, beautiful Cover girl


Category leader in the cosmetic industry because of its brand P&G coupled with inexpensive products

Covergirl STP

Women aged 15-40 years

Target Market

Women seeking beauty and skin care


Cosmetics that suit the skin and enhance the beauty from a trusted brand

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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