SWOT analysis,final

If we want to see what the external factors are to the company, we should look at the SWOT analysis of the company.

Strengths:

The brand, with a strong name, logos and philosophy behind

Strong mission of the company

Reference to political and ethical issues

Reference to environmental awareness issues

With their vegetarian and ecological products, they target a niche market.

Weaknesses:

The company doesn’t have the monopoly anymore

Unstable political factors in the countries that supply the company with ingredients

The loss of trust from a part of the consumers

Opportunities:

L’Oreal’s takeover can bring financial and expertise/consulting support

Increase of social and ethical awareness

Increase of number of men that use cosmetic products

Threats:

New legislation(1) about animal testing can raise the competition in the so far monopolist market

Difficulties in distribution because of the new legislation about chemical ingredients

The economical crisis hits mainly companies on the high street

1. In March 2009, legislation comes into effect, introducing a total ban on animal testing of cosmetics and cosmetic ingredients throughout Europe