Urban Decay

-Demographics: Ages 18-35, People who want cruelty free products

-Corporate Structure:  Traditional Hierarchy

-Leadership: Being a high end affordable cruelty-free brand, 2009 best cruelty-free cosmetic line award from PETA 

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-Strengths:

Social Media  

            Instagram:  8.1 followers

            Facebook: 3,468,611

            Twitter: 1.03 Million

            YouTube: 97.566 subscribers

Global Market

Original products/packaging

Cruelty Free/Vegan

Strong support from influencers

Well known beauty influencers

Social Media hashtags, contests

Unique marketing strategies

Award Winning eyeshadow palettes

Unique color options

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-Weakness:

High end competition

Pricing

They are owned by L’Oréal who isn’t a cruelty-free corporation

-Growth:

Celebrity Support

Further international growth

More collaboration

An app to purchase makeup directly for smartphones

All Vegan products

-Threats:

Drugstore brands

Not keeping up with technology

L’Oréal testing on animals

Cruelty-free and vegan brands

-Trends:

Bright colors

Unique packaging

-Industry Share: 13.7% in the United States (Statista.com, 2017).

-Specializations: Eye shadow palettes, Color variety