Set Price Guardrails: Starter Systems at $50–$60, With Under-$50 and $30–$35 Entries; Keep a Sub-$100 Ceiling
Facets
These facets are broadly related to the theme.
Accepted trade-offsClassified by AI
Specific compromises the participant would tolerate to achieve their chosen outcome (as probed: steps, texture, price, fragrance).
Acceptable price (maximum willingness to pay)Classified by AI
Numeric threshold for what the user would pay (per month or per routine) to replace their current mix.
Motivations and concerns for choosing single-brand vs mixClassified by AI
Reasons that would drive or prevent adoption of a single-brand system (practical, emotional, ethical, cost-related).
Required active ingredients / functional benefits (AM)Classified by AI
Essential actives or functional benefits the AM system must provide (efficacy expectations for morning use).
Required routine steps / product types to replace current mixClassified by AI
Which specific product types or daily steps a system must include to fully replace the user’s current AM routine.
Specific barriers or concerns about switching (compromises)Classified by AI
Concrete worries that would prevent a user from abandoning their current mix for a single-brand solution.
Trial size vs refill and packaging preferenceClassified by AI
Preferences for trying products and for sustainable/affordable refill options to make switching less risky or costly.
Quotes
“Adding an extra step if it really works. I'm not gonna pay a whole lot extra because, like, I stay on my budget, and I try to stick to it because I'm broke and rent's expensive. But I definitely wouldn't mind adding an extra step. I would take that extra time in the morning and just do something else a little faster to make up for it. Different texture wouldn't bother me, but I definitely am not gonna pay more. Like, I like the price of what I buy because it fits in. Like, I know when it starts getting low, hey. Get ready to spend that on that. You know what I mean?”
“I would say, like, if I wanted to try a product, and I would honestly say the cost associated with that is the hardest for me because why would I buy a product that I'm unsure of and then, like, it doesn't work and I bought it? I bought a $40 lotion and it doesn't work. Like, that's just what comes to mind for me is I feel like a lot of skincare is very expensive and if I'm going to try it, I don't wanna waste it. And I also don't wanna buy something expensive that doesn't work for me. So I would say, like, my fear and, like, the hardest thought for me is, like, oh, I'm gonna buy all this fancy skincare, and it's not gonna turn out for me. So that's kind of another reason I just stick with such basic routine.”
“If it delivered the, the results I was hoping for, I definitely would be willing to have fewer steps. I don't really care about fragrance, so that's not an issue for me because I prefer no fragrance, when it comes to anything on my face. And, slightly higher price, I think nothing more than 10% higher. That would be where I cap out and say, no. Thank you.”
“It's mostly for the texture and what it does for my skin that day. If I need something that's a little bit more dewy and glowy, I would use, a more richer skincare product and finish off with a dewy finish setting spray. But for availability and price, it doesn't really matter to me. Unless it's an astronomical expensive product, I would not buy. But, usually, if it's under a $100, I don't really shy away from anything.”
“I would love to because it seems like it would make everything so much easier. But I feel like usually the packs are expensive and usually just that's just not tailored for everybody. So especially if you're on a budget, buying, like, a whole pack every time is gonna be expensive. So, it's nice for me to mix and match, get what I can at that time, if I can spend more, if I need to spend less, if I need to skip something, to have that freedom.”
“I keep it because, I mean, I have it. It was pretty cheap. So, I need a sunscreen. So I'm not gonna throw this one away and buy a entire new one. I'm just I don't like wasting products, so I'll just use the rest of it. And when I'm done with it, I'll look into buying a new sunscreen and one that I actually like.”
“I think it's for most of it how each product performs on my skin. That's probably number one. Price is important and could sway me like one way or another, but it's not the most important factor. How it layers under makeup is really important. The Glossier moisturizer was like kind of too thin to mix with eye. Every time I wear makeup, I don't do this when I don't wear makeup, but I will use the Drunk Elephant bronzing drops as like the first step in my makeup routine. So, when my moisturizer doesn't mix well with the drops or my primer, that's a big factor. Then, yeah, of course, I want my skin to feel ready and prepped for makeup.”
“If it was, like, a price range, it would really depend on how many products is in there. If we're talking two or three products, I'm not paying for that shit. No. If we're talking like a five, six product thing that has like a moisturizer, a sunscreen, a face wash, a few serums, you know, I would pay a little subscription for that. It also would depend. Are these mid size, full size, or travel size? I'm not paying for travel size anything because if I wanted a sample, I could've got the sample off the website. So if it was like mid size, the products and everything was cohesive and made sense, like $25.30 dollars.”