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.