We don’t do big price discounts as doing such cuts deeper into our profits. To keep our prices consistently more affordable when compared to our direct competitors gives us little room to offer 25%, 30%, 40% discounts like those competitors will. We rather offer lower prices year round and use modest discounts to encourage additional sales.
How are they able to afford it? Easy, they charge more year round. Their products carry an every day higher price for like products with like ingredients. Offering 30% off is very attractive and will drive more customers to their website. Of those, a fraction will feel the savings is worthwhile and make a purchase. During this time of the year the purchase is most likely a gift where the recipient will be impressed with the brand and perceive price/value of the product. If the gift recipient wishes to buy the item for themselves later, they are likely going to pay the every day price.
Our strategy is different by necessity, as well as feeling that a more stable pricing structure is more ethical and serves all customers more equally. The 15% off sale we have on select items should make them more attractive to purchase without diminishing the overall value of the item. If replenished later, a customer can expect to pay a similar price for the same item. To start with a lower every day price for an item makes it an every day value and more attractive to purchase as needed more frequently. This means a customer can buy as they want it, not only when they can afford it.
Despite our products being less expensive and with tighter margins, they are not lower grade goods. A lower price was by design. We may be not as polished as other brands, but our ingredients are on par if not better – and will perform very well when stacked up against brands like LUSH, Keihl’s, Blue Beard, Beardbrand, Cremo and others. Ultimately that is the point for us. In time, we expect that as our sales increase and our pricing remains relatively static that our profits will increase. This will then lead to a more polished look to our products which will then set the bar even higher for what “value” truly means.
We don’t paint a picture of luxury. Your experience is what is the luxury. How you feel during and after using our products is where the luxury is found. Marketing, advertising, packaging and all that can be manufactured outside of the product itself can be faked. Luxury is not an image. Luxury is not a price point. Having a beard that has a natural sheen, or skin that is soft, and having a fragrance linger ever so slightly with you that it makes you feel confident and strong is where true luxury exists.
J&L can offer you luxury without pretense and without an unnecessary expense.