As the industry is passing through the growth stage of product lifecycle new competition are emerging in the market with the passage of time. However, at global level such competition tends to be comparatively low because the global competitors are so strong that they have erected entry barriers for new firms to enter their category (DataMonitor, 2010). As the business required comparatively low level of technology and initial capital investment, plus the plant and machinery as well as other capital goods could be utilized for related industries the entry into the market tend to be very high. However, due to brand loyalty on behalf of customers and strong research and development and product innovation capabilities of the existing players, most of the new entrants in the market do not find any opportunity in the market and they either tailor their marketing mix to meet the needs of niche or they leave the industry within little time. Most of the competitions during the recent time have been capturing the market potential in the upstream market segment as they are offering marketing mix that has been tailored according to the potential in the upstream segment and by building successful relationship with the retail channels particularly the high street retailers, their products roll on the shelves (Euromonitor, 2010). Overall the threats of new competitors in the cosmetics and personal care industry could be termed as low to moderate.