Make Up For Ever


Make up For Ever is a French cosmetic brand that is owned by LVMH. It was formed in the year 1984 by Dany Sanz, a makeup artist. In the year 1999, LVMH acquired the brand and accelerated the growth. The products are available in cosmetic shops like Nigel Beauty Emporium and Sephora and regional pro shop. Dany Sanz began as a makeup artist for a theater production of a friend. In the year 1970, He formed the first professional make up school located in Europe.  During the day she worked as a professor and on her free time she would come up with formulas for products.


 Dany Sanz became a creator of makeup and director of a company together with her husband, Jacques Waneph. In the year 2004, Nicolas Cordier was appointed the CEO and created a manager team with Dany Sanz.

SWOT Analysis of Make Up For Ever


One of this company’s strength is the steady research and innovation in products of beauty, due to that they hold the leader’s crown in the industry of cosmetic, regardless of strong competition. Nevertheless, they advertize and promote particular products for particular target clients. Since they operate in several countries, they are aware of what clients from various cultures require they ensure they always deliver products that are of great quality.  In addition, they take care of their web page, which is very organized, gives significant information about the company and the product that they have, and the most important thing is they connect the countries Make Up For Ever is present. Additionally, Make Up For Ever strong features is their concern for the environment.  Above all the company puts an important effort in generating a powerful brand image, which makes them a worldwide known brand (Prats, Sosna & Sylwia, 2014).


Accounting for the developments of the past, the company has been always some case.  The company is not a recession-proof and is presently exposed for declinations and depressions. In fact, the sales done in the prior years are moving slowly due to their downed client spending. Clients that time seem to settle for the line that is expensive. Another setback of the company is the ratio of demand price. Within the past years, the costs were invariable and constant but the budget for promotion were growing and getting bigger than before.


In staying away from the possible head-on competition, an approach of focusing on particular niches proved to be efficient particularly in the effort with the leaders of the company.  This has been a good line of attack used by the firm in their dispute with the market manager. It lives and survives by specializing in niches, focusing on the segment of the market and differentiating the product lines. A possible big market has been noted in women since they account for around 50% of the population that use one sixth of sales in cosmetic. The letdown of the leader of the market in such chance offers a hint to the firm as to what would be perfect and better strategy for the market.  Their most promising market is the arrival of new clients and market expansion. Until they are ready to get into the new market, they have the opportunity to work on the present product innovation and development, together with generating new products and extending service range Prats, Sosna & Sylwia, 2014). On the other hand, risks are always present.  From competitors, via the changes in demand of market, all the way to world economic crisis, Make Up For Ever has to put effort in their company if they need it to stay on top of business.


Notwithstanding the obvious growth of the cosmetic companies during the past decades, there are presently over 700 developing cosmetic firms contending in the market. In addition, there are also leaders in the market who dominate the industry of cosmetic. As a result, it forms intensifying, and stiff competition especially to a company like Make Up For Ever since the market is putting pressure on such companies.

This SWOT structure offers a clear and specific way in formulating an approach to the Make Up For Ever market. It offers attentiveness by laying the present and past findings that are of great importance to the market strategy.

The ethical principles shape company’s culture, underpin a company’s reputation, and get known and recognized by every Make Up For Ever workers.

  • Integrity since acting integrity is important to create and to maintain good and trust relationships
  • Respect for what the company does have an effect on individual’s lives.
  • Courage since ethical questions are rarely easy but must get addressed.
  • Transparency since the company must be sincere, truthful and manage to justify its actions and decisions.

The Make Up For Ever Company is busy with the next good thing, is when it is time to sell the products in a marketplace that is saturated; the company requires setting its product apart with consistent branding, creative packaging, and positioning of product to make use of their general marketing strategy (Doole & Love, 2008).

Marketing directives in Make Up For Ever

Of all the groups that include the company’s business plan, the marketing and sales approach serves as the stamina for initiating their goods effectively into the marketplace. The company should give thought to the market penetration approach, which comprise distribution channel, growth, and communications that include the strategy efforts by defining their product further through product, packaging, and branding (Ferell & Michael, 2010).

Creative packaging

Creative packaging is a significant element of their marketing approach that captures the general look and feel their product. The company’s packaging can also go a long way in naming one’s business. Their website where the company can sell their handmade product that includes cosmetics emphasizes the significant of packaging with creativity to make the best of their sales capability. Always the company should include a logo on the package design, and if possible it should include information like phone number or the website.


As the company goes in defining the marketing information, brand naturally goes into play. The manner in which the branding is done is the emotion that is normally behind the product in essence; it the perception and the feeling of the client towards the brand. The company should give thought to the personality of the brand, a notion that became the creator cosmetics, defines as the major point of key points of difference in the landscape of the product. Gabriel, a creator of cosmetics, states that a memory is the main solution to having the brand stick in the mind of the customer. The personality of the brand includes the feel and the look of the business, a temperament, moral standing and a physical look. For instance, if the company intends to market its cosmetic product, the advertising collateral should make sure they utilize things like design to attract young demographics with things like smells. Starting a luxury product that is aimed at an older demographic should contain an opulent feel with richer and thicker fragrance, and fuller texture (Ferell & Michael, 2010). These factors will result in the company’s cosmetic brand personality, an important element that results in positioning of the product in the marketplace.

Product positioning

The company should take their directives another step through zeroing in its main demographic and advertising to them. The business can work completely comprehend their main customers by utilizing marketing tools like the Google Analytics, it is an interactive device that shows the manner in which the website is being utilized, which comprise the incoming search words. For example, search for “a good oil-free body cleanser” would probably identify a younger audience, whereas words like “hyaluronic acid moisturizer for the night” may show a mature demographic. Be aware of who is purchasing every product of the company’s cosmetics lie opens the door to an extra-effective, segmented marketing, an important element of the company’s general marketing approach (Ferell & Michael, 2010).

The company requires being able to keep up with the technological trends since technology normally changes quickly, and it’s the main factor of each business. Additionally, the organization requires always being ready for sudden government decisions, like a high tax and rates of interests, changing laws and regulations among many others. This is carried out by constantly evaluating the economic, political, technological, and social circumstances in the country of operation in the country of operation, together with the rest of the world. This is normally known as PEST evaluation. However, the vital thing is that the company requires focusing on knowing the needs of the clients, and complying with them, plus knowing what the company’s competition is carrying out at each, moment.

Marketing strategy to make sure the company matches opportunities

The best move would be improving what the company already has. If they begin from down, and with time they enhance and expand what is already working well, and fix what is not working as expected, they would be creating more room for expansion. Even small changes in the company can make a huge difference.  It has been noted that, even though, the world of cosmetic is dominated by women, men clients are coming at par with them. The respondent of the working has been found more conscious of how they appear and they are willing to purchase products that are highly priced from companies that offer quality products with variety at a reasonable cost. Many of the respondents prefer to buy cosmetics from stores that are permanent. Quality was found as the most significant factor for buying of cosmetics by the respondents than cost. Media has found more effect on the client and widely utilized for getting information about the product. It has been noted that in buying decision, despite the influence of beauticians, friends or family members, the actual decision to buy is made by a person solely.


As noted above, the pattern makes it vivid for the firm on where to put its approach. That is the main point of such approach should be on the chances of putting in mind the intimidation. The company’s strength should be maintained by being aware of the weakness.


To conclude, the Make Up FOR Ever Company has a huge market according to the preference and habit of the clients. Europe has a large demand of the company’s products. The company can get its target through timing of consumer consumption, consumer motivation, customer consumption evaluation, clients of consumer site and client of consumer choice. The company’s products get posited by gender and ages. The company has two strategies of market mix: target market and market segmentation.


Doole, I. & Love, R. (2008). International marketing strategy : analysis, development and implementation, London : Cengage Learning

Edd, A. & Art, J. (2007). Cases in advertising and marketing management : real situations for tomorrow’s managers, Lanham ; Toronto : Rowman & Littlefield

Ferell, O. & Michael, D. (2010). Marketing strategy, ason (Ohio, Estados Unidos) South-Western

Prats, J., Sosna, M. & Sylwia, S. (2014). Entrepreneurial icebreakers : conquering international markets from transition economies, New York : Palgrave Macmillan

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