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ColourPop Cosmetics, also known as ColourPop, is an American cosmetics brand based in Los Angeles, California. The company was founded in 2014 by siblings Laura and John Nelson. ColourPop products are sold through their website, at Ulta Beauty, and at Target. [1] [2] They predominantly make products for the eyes, lips, and face. [3]
A "gain" view on a purchase results in chance taking [5] For example, if there is a buy-one-get-one-half-off discount that seems profitable, a shopper will buy the product. On the other hand, a "loss" viewpoint results in consumer aversion to taking any chances. [ 5 ]
The economist Alex Tabarrok has argued, that the success of this promotion lies in the fact that consumers value the first unit significantly more than the second one. So compared to a seemingly equivalent "Half price off" promotion, they may only buy one item at half price, because the value they attach to the second unit is lower than even the discounted price.