5.2.2 Porters five forces model
Threat of new entry High threat of up coming brands Great industry profitability
Supplier power Small supplier power
Competitive Rivalry
Buyer power
Main competitors
Online and physical
Stable distribution
(Glossier, Fenty Skin, Kylie
existence
channels
Skin and
Consumer information
Milk Makeup)
availability Great USP
Threat of substitution Low threat Loyal customers Great industry profitability
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