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PRICING A SKIN CARE PRODUCT

There is a wide spectrum of prices for skin care products. For example, on the lower end, a cream can cost just a few dollars; on the higher end, a cream can cost $600. The following is a condensed version of an article from one of our professional periodicals. I found this very interesting since I like to keep up with statistics gathered on the grander scale within my field of esthetics. Sharing them with you gives a perspective of cultural beliefs from around the world.

The demand exists for all price points in skin care purchases because they provide a certain set of values to you, the consumer. Some ingredients cost several thousands of dollars per pound. Furthermore, many ingredients exist in a variety of qualities. Nevertheless, consumers and professionals cannot judge the effectiveness of a product based on its price point.

Do not be fooled by companies that market their brand with enormous advertising budgets that command an artificially inflated price. The company’s overhead affects price point determination with consideration to the cost of ingredients, packaging, manufacturing and testing, and the brand. Brand recognition is costly. The article continues to state that a lesser-known brand’s cost of the product may represent about 95 percent while a well-known brand represents only five percent.

A high-end, well-known brand’s product cost will represent about 30 percent of the retail because the cost of marketing that product is 70 percent. I suspect that party and house sale product companies that feed up-lines have a greater divide since they are filling many pockets with each sale.

Three main groups of consumers have been categorized. The first group is afraid of expensive brands because they feel there is no value in them. They believe that all products are pretty much the same. They probably will never try a high-end product so they will have no experience in comparing them. The second group is convinced that if the product is not expensive, it is not good. Even if they are presented with a $100 cream that is a better product, they will, more than likely, not believe it and not buy it. The third group has experience in both expensive and inexpensive products and is better equipped to judge the difference.

All in all, the bottom line is that there is something for everyone. As mentioned earlier, there are quality statuses in skin care ingredients same as there are in scotch or vodka. Last year, I took a class that made that very point. We may have heard about the ingredient that touts itself as a drawing point to sell a serum or a face cream. This particular test was with hyaluronic acid, a hydrating agent within a moisturizing formula. The educator mixed a batch with a low-grade quality of HA and passed it around so we could test it. It was thick, gooey, and sat atop the skin. So thick was it that this particular grade could not even penetrate to where the hydration level could benefit. A considerably more expensive version of HA was passed around and available in professional quality formulas and was gone within a minute. Yes, right into the skin. One might think that the heavier one is the better choice. Those more aware will make the better choice. Contact your professional for more information on the benefits of hyaluronic acid.

DESIRED IMAGE SKIN CARE CLINIC – 871 Niagara Falls Blvd., Amherst, NY 14226 (716)-834-1123

   

By Brenda Romanow

   
Brenda Romanow is the owner of Desired Image Skin Care Clinic, a Buffalo based business of over 22 years. Brenda has been in education for over 10 years for the New York State Education Committee for esthetics and is also a New York State examiner for esthetics. She started teaching in several school’s continuing education class on subjects such as Anti-Aging, Personal Image, Makeup application as well as Cosmetic Ingredients (what’s in a jar). 834-1123.