Something that's been banging around in my head is the "cost per ounce" discussion we sometimes have on the blogosphere--really, discussions about cost in general. We ask if a foundation is really worth $120 an ounce, we wonder if a $5 eyeliner can out-perform a $50 option, and we run through face cream and brow pencil on the regular. The beauty industry is a 160 billion dollar a year machine that encourages us to empty our wallets in exchange for eternal youth and on-fleek faces.
Yet even if we're aware that it's capitalism and the hype machine at its finest, we still buy in to it. I spend hundreds of dollars on makeup and skincare every year while grumbling about ridiculous claims. And even though ads like the one above make me roll my eyes at their blatant passive-aggressiveness, I still sometimes fall prey to stuff like this:
Are permanent items like this going to sell out if I don't buy NOW NOW NOW? No. If it's limited edition and it sells out before I make a decision, will I never find another product like it? Doubtful; the beauty industry is uber-saturated. But damn, between the slew of promotional emails and the slick social media posts displaying elegant packaging on clean, minimalist shelves, it's easy to forget those facts.
So if we're going to keep tossing our money at these companies, regardless of how carefully they prey on our insecurities and insist we should buy things we totally don't need, shouldn't we be very, very aware of the cost per ounce? Shouldn't we take careful note of the value of everything we buy?
Yes and no. Let me explain with a super professional graphic.
I've broken down the cost per ounce for a variety of lipsticks. I did this using fractions. A MAC Satin lipstick, for instance, is $17 for 0.10 ounces of product. We want to know the cost per ounce, so we do 0.10 / $17.00 = 1.00 / X and solve for X. This works out to $170 per ounce. I did this for several different formulas in my collection, lopping off any "cents" (the numbers after the decimal point) for ease.
As we've discussed, the cost per ounce for Glossier's Generation G lipsticks ends up being utterly absurd: $450 for an ounce of product. MAC lipsticks look like a bargain by comparison, clocking in at under $200 per ounce. Most other high end brands seem to be around $250 per ounce, give or take a few bucks.
While it's easy to think that the lowest cost per ounce equals the best value for money, how much product you're getting is not the only factor you should consider. So what other factors are there?
Well, formula is the big one. The MAC Huggable lipsticks look like a major steal over the NARS Audacious line, since the former is almost $50 cheaper per ounce than the latter. But the Huggables have a softer formulation that doesn't wear as long. I probably reapply my MAC Huggable lipstick three or four times throughout the day when I wear it, as compared to maybe one reapplication of a NARS Audacious lipstick after a meal. Hence, I'm likely going to go through the MAC lipstick much faster.
Packaging can also be important. MAC Huggables are slightly more expensive per ounce than lipsticks from the standard line, but the tubes are heftier and feel nicer in my hands. I also think they look a bit prettier due to the shiny finish, but we're probably splitting hairs there. If you want a sleek, attractive tube, it's hard to top the NARS Audacious lipsticks, especially since they have a magnetic closure that keeps the lids from popping off in your purse.
Pricier-per-ounce products may also suit your needs better. The Glossier Generation G lipstick price can be hard to swallow if you just look at the math, but I can't deny that the formula is absolutely dummy-proof and works better than almost any other lipstick in my collection for work. Bite's High Pigment Pencils aren't cheap, but I've been unable to find dupes for my two shades (Bouquet and Velvet Rope) in another formulation I like just as much.
And of course, promotions, coupons, and incentives can make a difference. An insane number of people have used my Glossier.com affiliate link (thanks, guys!), which makes it easier for me to order and test their products. There's no denying that this incentive program is quite generous: the buyer gets 20% off of their first order, and the referrer gets $10 in store credit. The famous Back 2 MAC program factors in to my decision to keep purchasing MAC lip products, because not only do I get a free lipstick when I gather 6 plastic empties, I'm also participating in a recycling program.
This doesn't change the fact that some products are clearly more expensive than others, and that expense may not be worth it to you. And of course, taking a step back and examining how much cheap-per-unit products really cost is important, if only because it emphasizes how careful consumers should be. But I just wanted to toss these ideas out there and see what you guys think.
Something else to consider is that if the product is a trendy or unusual color, you may only end up wanting to actually wear it a few times. Thus, it would make more sense to buy the one with a cheap purchase price, even if it ultimately costs more per ounce than something more expensive, since you don't think you'll ever use the product up anyway. This is also true for products with short shelf lives.
ReplyDeleteVery good point!
Delete"No thanks, I'm not interested in flawless skin." *punches a wall*
ReplyDeleteIt's so infuriating, it actually made me laugh out loud when it popped up.
DeleteI normally fully ignore any sort of 'cost per ounce' considerations because, apart from skincare and base products like foundation, I never ever finish products. My collection is simply too big and I cannot remember the last time I hit pan on an item, let alone used it up completely. So, for me it would be ideal if all products came in sample sizes (that were priced at a lower amount). That way I could still have the same number of products, but would spend less money. But as it is, price per ounce just isn't something I factor in.
ReplyDeleteI think it's still important to calculate because we so easily get sucked up in to "OMG it's so cheap!" Like the Colourpop Lippie Stix craze: every other video and blogpost was going on and on about how they were only $5 each, which is a great price per unit, but part of the reason they could be sold so cheaply was because of the small amount of product inside. But yeah, if you love a formula and/or you're like me and you have enough of a variety that it's tough to finish stuff? It doesn't matter as much.
DeleteYes, I agree with all these points, although I'm not personally that interested in how nice the packaging is. I also wonder if some formulas simply weigh more than others. Mostly I object when things are marketed as cheaper than they really are based on volume, or when companies try to disguise the actual size of the product somehow. I think it's helpful for me to think about the cost per ounce of something as a starting point to decide if I am still interested in it. I agree with Andeva that when it comes to things that I will never finish (for me it's especially nail polish), it often makes more sense to pay an overall lower price. With lipsticks I am at least operating on the assumption, however unrealistic it may be, that I will eventually finish them.
ReplyDeleteI'm not in to pretty packaging so much as I'm in to sleek packaging. Don't ask me why. I'm an old woman at heart, maybe.
DeleteI definitely agree that cost per ounce is only part of the picture. If a product is really that good but has a high cost per ounce, I'll probably still buy it. This is especially true for products that I don't go through quickly - like, the absolute cost of a lipstick is more meaningful to me because I'm probably not going to finish it anyway. Cost per ounce becomes a bit more relevant to me when it comes to products that I go through quickly. Like, a $5 twist-up lip liner is cheap, but it's not going to last a very long time because twist-up products contain so little product! It really only makes sense when it comes to products that you're likely to repurchase multiple times. Although I do think it can be illuminating when you see which products have an unexpectedly high cost per ounce, probably because the packaging makes them seem like they contain more product than they actually do. I like to include cost per ounce in my posts if I remember, but it's absolutely only part of what I consider when I buy beauty products, and a small part at that.
ReplyDeleteThe Glossier Generation G cost-per-ounce is a real sticker shock moment. I went through my entire collection trying to find something equitable, but they were all under $300 per ounce. So while it didn't stop me from buying all four (because I like them), it really was an eye opener.
DeleteThis is a great post! I do consider cost per ounce, but I also take how often I will use an item into heavy consideration. I'll pay more money for an every day lipstick shade than I will something that will only be used occasionally. I know some people prefer to spend more money on unique shades, but that's not me haha. I also try to take ingredients into consideration. If the ingredients are more beneficial, I feel like the cost is more justifiable. It's an interesting topic because everyone views these things so differently.
ReplyDeleteA non-makeup related (but still beauty industry) example - I just purchased a Mason Pearson hairbrush and truly love it. I spent hours researching and debating. One of my friends remarked that she couldn't believe I would spend that much on a hairbrush. But she gets her hair colored and has eyelash extensions where I do neither. What makes something "worth it" is so individual and personal!
I've been really curious about those hair brushes, so thanks for the example!
DeleteAnd I generally agree. If I'm going to truly love a color and wear it to bits, I feel like $20+ for a product that may be a little smaller than most is justifiable.