Are luxury brand beauty products worth the price or can mass market versions do the same job?

As a former student of Cosmetics and Fragrance Marketing, I was taught by professionals in the beauty industry with a real knowledge of product formulation. They knew what ingredients go into makeup, skincare and fragrance to make it a successful product. SPOILER ALERT: Many of them claimed that the price of the product has no bearing on its effectiveness. That means that a drugstore brand facial cleanser will do the job just as well as one from a department store – despite the $20 price difference.

This CVS Gentle Cleansing Wash is not the prettiest, but it gets the job done. 

Of course there are slight variations between mass market and upscale cosmetics. The prestige product has more expensive packaging (i.e., mirrored surfaces, airless pumps, glass bottles…) It has better marketing and promotion (i.e., colossal bonus “gifts” that make you lose sight of what you actually need) And perhaps more expensive, unpronounceable and dubious sounding added ingredients (i.e., “Skingenecell 1P” “Amplifat”, Lumisphere”… I’m not making these up!). But all those additions do is make the product more alluring, not necessarily more effective.

I can’t take my eyes off of this  Tarte “The Starlet” palette. I’ve never seen a more glamorous makeup set!

Knowing that an expensive product won’t offer much more than its generic drugstore counterpart, why do I, along with millions of women worldwide, still get won over by beautifully executed cosmetics?  We allow ourselves to be persuaded by kitschy names (“I’m Glam Therefore I Am”, “Caribbean in a Compact”, “Fleur de Lash”… these, too, are real!), striking packaging and the promise of free samples with purchase. But maybe that’s not such a bad thing.

As marketers of unnecessary products all know, it’s not merely the functionality of their wares that they’re selling. Charles Revson, the late founder of Revlon, called cosmetics “hope in a jar” (which is also, incidentally, the name of a bestselling prestige brand moisturizer. One wonders if this was a humorous attempt at irony.)They’re not just peddling some fragranced goopy stuff inside a container; they are selling a sensory and emotional experience of delight, anticipation and the joy of treating oneself.

Believe it or not, there are actually many cosmetics on the market with non-functional ingredients that are there solely for psychological benefit. Lip-plumping glosses contain irritants that make the user feel like the product is actually working, even when it may not being doing anything measurable. The same goes for anti-cellulite creams, which can include skin-aggravating ingredients whose sole purpose is to make the product seem effective. There is clearly a major psychological component in the act of purchasing and using beauty products.

“A time-released, caffeine-packed liquid workout for lazy abdominals.” Is this an awesome name? YES. Does it sell like hotcakes? LIKELY. Does it really work? DOUBTFUL.

For many women, luxury beauty products can make the experience of buying, trying and storing cosmetics much more enjoyable. The exorbitant price of a Chanel lipstick can be made up for by its iconic glamour. It’s also a lot cheaper than a Chanel suit! The bottom line is, when it comes to buying beauty products, there is no one right answer. If all you want is color or coverage, go for the bargain buy. But if you’re searching for a more delightful overall experience, the luxury route has more to offer.

Do you think this Chanel lipstick is worth $32?

Are you a drugstore makeup junkie or do you hold out for deluxe goods? Share your thoughts and your favorite beauty products in the comments.