FREE ESSAY ON LANCOME SWOT ANALYSIS

LANCOME SWOT ANALYSIS

Strength
Rich Experience in cosmetics industry
Lancome has been established in cosmetics market since 1935. Lancome products have great
varieties. Its products include skincare, makeup and fragrance products. In this way,
Lancome's experience of producing many different kinds of cosmetics products has been
accumulated for 66 years. This remarkable achievement can make the customers more
confident of its products.
Guaranteed Product Qualification
In order to improve the quality of all its products, Lancome setup several research
centers which collaborate with the international medical community to deepen its
understanding of skin. Also, there are more than 2000 experts working there who are
professional in innovating and developing products in respond to either problematic skin
or normal skin. 
High Reputation and Professional Image
These two strengths has not been only established by rich experience and large scale of
research centers but also promoted by famous model, a unique symbol and institutes.
Firstly, the famous models are regarded as intelligence, beauty and spiritual symbols in
society, for example, Uma Thurman and Isabella Rosselini. They contributed much in
developing and promoting the elegant and professional image of Lancome's products.
Moreover, the unique symbol, Lancome Fragrance Rose, help to establish a unique and easy
to be remembered image of Lancome. Furthermore, Lancome setup an institute to provide the
customers with comprehensive services such as body, skin treatment, massages and lessons
in order to enhance its professional image.
Weakness
Lack of experience in youngster cosmetics market
Despite the rich experience of producing cosmetics products for adult, Lancome is a new
entrant in youngster cosmetics market. This may negatively affect the customers confident
of Lancome products.
A fixed and inflexible image
Lancome professional image has been established for about 66 years. Also there is no
change in the image and it has been fixed during this period. This image is mainly
designed for targeting adult but not youngster. In order to develop youngster cosmetics
market, Lancome need to setup a new product line or image, which other 
competitors originally possess.
Threat
Keen Competition in Cosmetics Market
Recently, the competition in cosmetics market has been very keen. Many cosmetics
companies such as Fancl, MaxFactor and Shisheido have started to promote their products
by all kinds of media. In order to survive, Lancome has to develop a new product line to
diversify its customer type.
Strong Competitors in youngster cosmetics market
In Hong Kong, there are many well-known cosmetics companies have develop the youngster
cosmetics market for several years. For example, Kose, ZA and Biore have become the main
dominants in this market segment and they have already provided comprehensive youngster
cosmetics products.
Opportunities
The Market segment of age group of 10-15 has not yet been developed
In these years, many market dominants mainly develop the middle-aged group customers, for
example, SK II. However, the market segment of youngster is now been less concerned. In
this way, we may be benefits a lot from taking advantage of this market segment.