There is no industry that ranges as much in pricing as the anti-aging skin care industry. Consumers are faced with literally thousands of options each day ranging from products as cheap as $5 to as much as $200-300 per bottle. How is a consumer to choose? Add to that the unregulated content available on the internet and consumers are left inundated with testimonials that swear that one product is the absolute best and others that swear that the same product is a scam. The author examines this growing problem in internet skin care and e commerce in general, if something isn’t done.
The primary disconnect between skin care company and consumer is both expectations as well as overall cost. Consumers want affordable products that deliver immediate results. The fact that topical skin care cannot deliver immediate results that actually last, cause consumers to believe that the products are inferior or an outright scam. Offer them a treatment that will deliver results, but requires use of the product for weeks or even months and they toss it aside as ‘poor quality’ because it didn’t deliver the results they expected in a time frame they determine as sufficient.
This puts companies in a peculiar situation. Society is demanding instant results, but real topical anti-aging treatment takes time, it’s a face cream after all. These manufacturers are left with a decision. Create a product that can deliver instant results, but will require application twice daily to maintain those results, or forget the instant and deliver a long term therapeutic treatment and hope that you can impress upon your clients the importance of continued, consistent use for as long as 90 days to see real changes.
Once these manufacturers have decided which direction to go in, they must also declare pricing points to make it attractive to the average consumer. This becomes a sticking point for many people. Some consumers feel better spending less money to find out the product does not deliver results quickly, rather than spending more initially and getting a higher concentration of the active ingredients needed to make visible changes. In other words, make an inferior product and sell it for less, hoping that more people will buy it, or create a product that will work and let the pricing fall where it may.
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This creates huge amounts of confusion for consumers, confusion they turn to the internet to find a solution. And that is where the real chaos sets in. The internet is a great way to read reviews and learn more about the products you hope to buy. But none of the information there is regulated. Meaning that both the positive and negative feedback about a product has little to no merit. A fantastic review can be given by people in a position to make money by recommending a certain product, and a negative review can be from a consumer that does not understand the proper way to use a product. It is a huge problem, and while it certainly impacts manufacturers, it is the consumers who lose out in the long run.
If finding out what the right price is for a quality anti-aging treatment is your goal, you need to decide whether you actually want to see changes that will last, or if you just want to trick yourself into thinking the problem does not exist by masking the symptoms. Either way, there are plenty of products to choose from. If instant is your only concern, any product that works is right for you, regardless of how affordable it may or may not be. If you want long term changes and improvement in your skin, find a product that sets realistic expectations for you, and offers pricing promotions to make it more affordable to use the product for the proper amount of time. Dermagist always offers 2 bottle promotions at a fraction of the original cost for this very reason. You will not get real changes with a $5 product, as great as it would be, you’ll ultimately spend more in the long run.
