SWOT ANALYSIS:
STRENGHTS:
Floua constantly designs and produces new makeup products to keep up with the current trends of its target market, female
millennials. This strength supports Floua’s competitive advantage in the marketplace. Floua further does not have to pay for
store space because it sells its products online, As a result, Floua has more funds to allocate to other marketing activities,
thus further increasing its competitiveness. Floua also finds strength in its social media presence, which caters to millennials,
who rely heavily on social media for beauty recommendations, fashion trends and social stature. Its solid presence on
platforms like Instagram allows it to promote its brand through low-cost digital marketing. Floua has also partnered with
various SMI’s who have large social media followings, which allows the company to connect with more potential
consumers. Another strength is Floua’s low-price products, which offer quality makeup for relatively low prices. Therefore,
Floua competes at the value end of the market.
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DeBartolomeo+-+ColourPop+Analysis.pdf
WEAKNESSES:
Floua also faces several weaknesses, one of which is that customers are unable to try on products. This makes it difficult for
customers to match shades of Foundation or other face products to their skin tone. Therefore if a customer purchases a
foundation that ends up not matching her skin tone and if they find Floua’s exchange/return process time consuming they
may not buy from Floua in the future. In addition, Floua lacks the ability to interact with consumers at the point of purchase
because the business is online, not on the shelves. This is a competitive weakness because other brands at retail stores can
interact one on-one with consumers through their employees. In addition, Floua’s reliance on influencers makes Floua
vulnerable to negative sentiments out of its control, and negative sentiments on the internet are by default weighted more
heavily in the eyes of the consumer.
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DeBartolomeo+-+ColourPop+Analysis.pdf
Overall the online makeup market presents both opportunities and threats that could greatly affect Floua’s future success.
OPPORTUNITIES
1. On Floua’s website we can have short clips which show how customers can recreate certain trending looks
that social media influencers featured on Floua’s website love and enjoy wearing. There can also be videos
showing the correct beauty application techniques.
2. Creating new products for the LGBT community who are the niche consumers that we can target. The
LGBT community is huge, and these consumers have massive spending power. Per LGBT Capital, estimated
purchasing power is upward of $3.7 trillion globally. Therefore with Floua making connections with this
market by creating Makeup specifically designed for LGBT groups they can profit in the long run.
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3. While Floua is already against animal testing they can also make a move towards making their products
more organic. The demand for organic products is high right now with some customers looking for specific
products that are sulphate, paraben, and silicone-free. https://pestleanalysis.com/swot-analysis-of-loreal/ This
will give Floua a positive brand association to organic products which will attract a larger group of consumers
hence in return could lead to more sales.
4. Floua can compete with their beauty competitors by moving into newer spaces in the beauty industry, like the
hair care sector such as shampoos, conditioners and hair sprays as well as fragrances such as body mist and
perfumes. https://pestleanalysis.com/swot-analysis-of-loreal/
5. Floua can also start selling beauty devices to their customers. Advances in IoT, artificial intelligence, and
other technologies are enabling the rise of a diverse array of beauty devices. This market is expanding, with
companies like Foreo, HiMirror, and others offering an assortment of high-tech beauty devices from smart
beauty mirrors to skin diagnostics platforms. Floua can capitalise on the trend by selling various beauty
devices targeting hair removal, facial cleansing and steaming, light therapy for anti-aging, and more.
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%20major,according%20to%20The%20NPD%20Group. This will help Floua stay ahead of their competitors.
6. The growth in popularity of beauty subscription boxes is an untapped area for Floua which could be a source
of new growth in the future for the brand.
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909/Christina+DeBartolomeo+-+ColourPop+Analysis.pdf
7. Floua should create a mobile app which contains a Virtual Artist. The Virtual Artist will use facial
recognition technology to allow customers to try on Floua products digitally. Customers scan their face
using Floua’s app. Then they can try on different shades of makeup using the app. If a customer likes their
simulated look they can quickly and easily buy the products without even leaving the app. By doing this
Floua will take personalisation to another level and will make customers feel like Floua cares about them and
what they want and need. https://www.indigo9digital.com/blog/sephorastrategy
THREATS:
1. The beauty products by Floua are mostly for Women. It is seen now that the time is gone when the women were
only interested towards cosmetic products. Today men are also involved in these products for personal care so
floua is limiting their growth by only catering for Women. Men also want to look and feel good and this is a good
segment unexplored yet by Floua. https://www.ukessays.com/essays/marketing/the-challenges-for-cosmetics-
industry-marketing-essay.php
2. High competition within the industry as there are more than 700 growing companies in the cosmetic industry.
Further, market leaders such as Sephora act as a threat to Floua https://www.ukessays.com/essays/marketing/the-
challenges-for-cosmetics-industry-marketing-essay.php as their financial strength makes it difficult for small
players like Floua to compete on price.
3. Increasing cost of raw materials around the world which may create challenges for Floua on a global scale in the
future
4. The lack of brand loyalty among millennials also serves as a threat in Floua’s market.
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909/Christina+DeBartolomeo+-+ColourPop+Analysis.pdf
5. Another threat is the accessibility of mass-marketed makeup brands in brick-and-mortar distribution. Consumers
have more instantaneous access to brands in drugstores and other kinds of retail distribution channels than they
do to Floua’s products, which must be shipped to the consumer.
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