Time to jump in?, page-7

I would suggest (but have no data), that cosmetics are "sticky" demand. Once a person finds a product they like, they do not change easily. I would suggest (again - just shooting the breeze on this one), that BWX is doing some marketing to "unstick" a customer from another product to their product. In marketing terms it is called a "loss leader". You sell a product at a loss to begin with, hoping that enough customers like your product and then continue to buy it after the promotion ends. It is the classic "short term pain for long term gain". Marketing would be very aware of margins and revenue and market share and would be doing their very best to make sure that they are hitting internal revenue targets to get the desired financial outcome. (If not, then they need a new marketing team)

HT1