The quick take
Beauty pricing has split into two paths according to WWD. Some beauty brands are justifying small list price increases with a better product while others are resetting prices by offering larger sizes at the same price to grow units. Tariffs are part of the story, but the bigger forces are softer sentiment, heavy promotion, and crowded shelves.
Why it matters
Shoppers across income levels are looking to save. Higher-income customers trade into bigger sizes to bring the cost per use down. Households on tight budgets pick smaller packs to manage weekly spend. That puts the focus on price architecture. If you raise prices, you need clear benefits. If you lower them, you need to prove it builds sustainable volume. After years of increases, the goal shifts from lifting basket value to winning share with the right price and the right size.
The broader read
There is not much movement between mass (products widely available) and prestige (higher-end products). Inside each channel, shoppers trade to better value within the same aisle. In prestige skin care, shoppers are choosing lower-priced options and value sets. Fragrance is moving the other way, with more interest in higher concentrations and luxury items. Pure-play e-commerce and social marketplaces are taking share by offering frequent deals, which pushes brands to use more targeted promotions instead of blanket discounts. Innovation helps hold price: minis, refills, multiuse formats, and formulas.
Why pricing intelligence matters more than ever
Teams need a live view of which price moves stick, where rivals are discounting deeper, and how pack changes shift units and mix. Track list price changes, promo depth, and channel behavior. Measure whether a small price increase with an upgrade holds, and whether a price cut truly builds repeat. Use those insights to time adjustments, target offers to the right segments, and back price with formats that make value obvious.
How hoppr iq helps with price intelligence
- Competitor price and promo tracking across retailers and marketplaces, refreshed on-demand during events.
- Trend dashboards that visualize top price moves, price gaps, and promo depth.
- Alerts and guardrails so your team reacts to meaningful changes instead of scanning pages.
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