SWOT Analysis of Kosas
For my Digital Audience class, I have been doing a deep dive into the brand Kosas. Throughout the whole class, for every project, I analyzed the social media and digital audience of the Kosas company.
Kosas is an LA based clean makeup company for skincare lovers. Kosas focuses on clean, easy, and quick products that are clinically proven to make consumer’s skin better.
Pinterest: Kosas Pinterest account acts as a platform to post product photos, photoshoots, and many before and after series. Many of the photos created for the platform appear to be high-fashion editorial photographs that someone would see in a magazine; there are very little candid photos or customer-generated photos. Other saved posts reference colors for various products such as an eye shadow or lipsticks. With the editorial nature of most of the pins on the Kosas platform, it would appear that Kosas is trying to market towards a college age audience or older. I personally feel that this account is not consistent with the overly youthful branding that can be seen on the Kosas website, Instagram, and Facebook.
Instagram: The Kosas Instagram account is very active. Kosas has content containing video, shopping, and photography posts. The page is bright and youthful. The page contains content from both models and consumers in video and photography posts. Some videos are even tutorials on how to use each product. This account is also targeting a wide range of people who care about makeup and skincare.
TikTok: The Kosas TikTok account is also very active. The account includes videos from makeup influencers as well as reposted content from consumers. This account is more playful and has more entertaining content that may appeal to a wide range of people. I feel that this account does a great job in expressing the playful nature of the Kosas brand.
After a brief summary of three of Kosas’ social media platforms, I’ll go more in-depth with the Kosas company in a SWOT analysis. A SWOT analysis tool categorizes the company’s Strengths, Weaknesses, Opportunities, and Threats.
Strengths: The Strengths category focuses on internal positive elements of the Kosas company. Kosas’ current strengths include:
The products offered are clean products made with formulas for sensitive skin, and all the ingredient are transparent to the user.
Kosas boasts that they produce makeup with skincare benefits.
Each product is can be purchased online or in-person at a Sephora retail store.
Kosas has a unique shade finder quiz. If users are still hesitant in choosing a shade after taking a quiz, Kosas has many try-from home sets. Users can buy samples, try out each sample from home, and purchase the perfect shade with store credit from the sample set.
Weaknesses: The Weaknesses category of a SWOT analysis focus on internal negative elements of the Kosas company.
Kosas does not share any information on clinical trials or clinical proof of Kosas products, even though they are transparent with their ingredients. Access to these clinical trials would be beneficial in keeping Kosas transparent with the efficacy of products, and may further encourage users to try out a new product.
Kosas also has a lack of information on sustainability. There is very little information on the Kosas website on sustainability and sustainability goals. Many other clean beauty companies like Glossier share this kind of information on their website.
Kosas also has a lack of recognizable branding. All of the products are very different in color: some are yellow, clear, light blue, green, purple, pink, red, orange, tan, and black. There are a lot of colors involved. This is inconsistent color usage in packaging makes it hard for users to recognize the brand.
Opportunities: The Opportunities category of a SWOT analysis focus on external negative elements of the Kosas company.
Kosas could possibly expand the company blog called “The Swipe” on the Kosas website. The last post was made in January 2021. Content creators could utilize this blog to spread more awareness and information of Kosas products.
Kosas could possibly create new products that are just skincare products, that do not act as makeup (such as a moisturizer or face serum). Perhaps a line of just skincare would be beneficial for women who do not wear too much makeup, but would like to benefit their skin.
Threats: The Threats category focuses on external negative elements of the Kosas company.
Kosas has extremely youthful branding that might have an older demographic of users lose an interest in Kosas products. Some of this youthful branding includes bold colors, paint splatter graphics, and emojis used through the website and social media platforms. An older audience may not want to add such a colorful statement to their makeup routine.
Other makeup companies like Glossier, Drunk Elephant, and Glow Recipe are producing products that Kosas currently does not offer. These companies are offering retinol products that may reduce the signs of aging by reducing fine lines are wrinkles. The three companies still have youthful branding but also offer products that expand their audience into an older demographic of users.
Currently, Kosas is doing a good job in marketing their clean products and being very transparent about the ingredients in their products on social media platforms. Their youthful branding does a good job in marketing towards a younger audience; however, this may exclude some people in an older age demographic from purchasing products. I also think that if Kosas were to incorporate more consumer-generated content, they will increase their brand loyalty and engagement.