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2 LIPSTICKS 2 DIFFERENT STRATEGIES A ₱99 lipstick and a ₱249 lipstick can both sell 100,000 pieces — but not for the same reason. The ₱99 lipstick wins because it feels low-risk. “Ang mura, try ko nga.” The ₱249 lipstick wins because it feels more valuable. “Mas mahal, pero mukhang mas worth it.” One sells through impulse. The other sells through perceived value. This is why in marketing, the cheapest product doesn’t always win. Sometimes, people don’t buy what costs less. They buy what feels mo