In the 2004 How America Shops Macro Trend Report, 59% of shoppers reported they pause before they spend to consider, “Is this a good use of my money?”
The Pulse survey reports that cosmetics and skin care brands sold in specialty and department stores are considered too expensive by half the women asked, including those with income of $100,000+. On the other hand, mass channel beauty care brands are considered good value to most. Only 18% consider mass facial moisturizers and cosmetics too expensive. Fifteen percent of women find hair color kits too costly.
Caucasian women are most dissatisfied with price-versus-value for cosmetics, regardless of where they are purchased. What may explain this is that non-Caucasian women are more appreciative when they actually find products suited to their skin tones and skin type, according to the Pulse survey.