Cashowa
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Batch costs, shelf life, regulated claims and customers who reorder.
Beauty products are made or bought in batches, which means your cost per unit depends entirely on batch size. A small run costs far more per unit than a large one, and pricing set against one batch size stops being right the moment you change it. Plenty of small brands are selling at a loss without knowing, because they costed against a batch they no longer make.
Shelf life is real. Formulations expire, and stock that does not sell before its date is a total loss rather than something you can discount. That makes slow movers more expensive here than in categories where old stock is merely unfashionable.
The good news is repeat buying. People who like a moisturiser buy it again, which makes customer lifetime value the number that should drive your marketing spend rather than the value of a first order.
18 categories, each with its own page.
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