Talk about "perceived value".
Was in the cosmetics business for a while.
The more expensive the item, the better it sold.
Had an item from one supplier that was supplied with a black cap, cost less
than $4, sold for $35.
Same item from another supplier was supplied with a gold cap, also cost less
than $4, sold for $55.
Some customers would question the price difference.
The answer was always the same.
The supplier chose gold to emphasize the quality of the product.
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