Are you changing products due to the law of DMU?

Recently, I wrote an entry on SLS-free foaming facial cleansers under $40 but the Sukin Foaming Facial Cleanser didn’t make it to that list at all. It’s strange that I left it out, considering I was raving about it so much in 2008 and I used about six to seven bottles of it then. So what happened? Well, the cleanser was doing a decent job for me but I simply got bored with the cleanser and in economic terms, you can call this the law of diminishing marginal utility.

Law of diminishing marginal utility explained:
Principle that suggests the consumer derives less benefit or satisfaction from each additional unit of product or service consumed or used.

In simple terms, I was getting less extra benefit or satisfaction from buying and using each bottle of Sukin Foaming Facial Cleanser – never mind it was actually doing a fine cleansing job for me. And in layman’s terms, we say we are bored, or sick, or satiated and can’t carry on using the same product anymore.

Promotions to offset DMU?
Actually, I think the diminishing marginal utility for this product set in much earlier because the last batch of that cleanser I bought was due to a promotion, where I got two at a special price. I probably would have abandon ship earlier had it not been for the promotion. I suppose the marketers factor in the law of diminishing marginal utilities and that’s why frequent promotions are necessary to entice customers back to buying their products.

New formulation or packaging to offset DMU?
Sometimes we wonder why a new packaging or formulation is required when a product is doing well. Well, perhaps it is due to this law of diminishing marginal utility. Companies cleverly change their packaging or tweak their formulation just so that consumers will think they are buying new products although in essence, probably very little has changed. In this manner, the demand will continue.

Products don’t work or is it DMU?
I was also thinking about how so many women have been griping that their products don’t work after awhile. We have examined that before and we sort of concluded that products may have reached their optimum performance level. However, I do wonder if it could also be due to the law of diminishing marginal utility.

Is DMU universal?
Anyway, I’ve been thinking hard if this law of DMU is universal. I do change products frequently but that’s also because I’m a beauty blogger and I need to try different products. Right now, the only product that I’ve kept on repurchasing is the Marie Veronique Organics Moisturizing Facescreen. I have used like maybe 5 bottles, including the old formulation and am still thinking of purchasing it. However, I wonder what would happen in the face of new products I intend to try. Will I eventually lose interest in this one too?

Has this happened to you?
Does the law of diminishing marginal utility apply to your purchasing choices? Do you change products simply because you got bored with it? Or have you stuck with a beauty product for ages and have not considered changing it. Tell me…I’m curious to know!

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  1. Maddie says:

    The same thing happened with Sukin Foaming Cleanser to me too. It’s a good basic cleanser. It does it’s job, but it doesn’t deal well with congested skin. It never dried me out, which was good. I still use it to get makeup off, then use my Mario Badescu Enzyme Cleansing Gel. I’ve resigned to the fact that I just can’t find an amazing cleanser that will do what I need that’s natural/organic. I need something that will chemically exfoliate with AHA’s as my skin cell renewal is super sluggish, hence the congestion. So, I’ve turned to Mario Badescu. I’ve been using his cleanser for 2 weeks now and my skins never looked so perfect.

  2. fwy says:

    Besides the Renew Rosehip Oil which I have been using religiously for the past 4 months, I have changed all the other skin care, body care and hair care products almost immediately when I finishes one bottle. I may just purchase another bottle of rosehip oil but probably in a different brand though. I seldom buy skin care during promotions as I am more particular of the products used on my face, However, I would not mind getting 2 bottles of shower gel if they are on offer due to the fact that shower gels finishes up much faster.

  3. sesame says:

    Yup, it does a decent job as a basic cleanser for non problematic skin type but can’t do more.

    Mario Badescu seems to be good for acne prone skin?

  4. sesame says:

    Okay, I take comfort that I am not the only one who likes to change products. And actually, I do better than you…at least I have a few repeated purchases. ?

  5. BT says:

    Could I say DMU is not applying to those have constant behaviour? (for beauty at least) For eg, my sister and a friend had been using same beauty products (old & new versions) for 15-20 years and never thought to change.

    For me, I stick to those that works perfectly for my skin. Normally will keep few bests to rotate in case I get bored.(haha, DMU or I just being insecure?) Two reason for me to change, 1) not the best to suit my skin and fit my bill. 2) out of curiosity when have some spare $ in pocket. (“b)

  6. diane says:

    For skin care, it’s only the past few years that I’ve expanded to use different products. I’ve always been loyal to products I’ve used for years like Shiseido Honey Cake, Olay and SKII when I was younger. I stick to a brand for at least 3-5 years. But when I started to read your blog, I ventured out and tried more natural options, and sometimes make my own stuff.
    The product I can’t let go is Shiseido Honey Cake as my facial soap…my mom taught me to use it when I was young and till now I still love the feel and smell of the product. I’ve been using it for 20 years now!  I would say my mom and me would have a combined use of 50 years! 

  7. MissQ says:

    I personally believe in product/brand rotation to prevent my skin/hair/body from getting lazy. As a fan of Garden of Wisdom for the past few years, they never stop coming up with new products, using new ingredients with interesting formulations. And this greatly satisfied my “fickle-ness”! heh… and because they are very transparent with their ingredients and formulations, i know i am not purchasing a product thinking it is “new” when in fact, the formulation or ingredient was slightly tweaked. ?
    As for shampoos and body washes, I am less loyal and more likely to jump from brand/formulation to another after 1 bottle. Probably also because I have not found my super uber favourite one. but it does not bother me THAT much because i only shop for natural/organic ones ?

  8. CT says:

    I was thinking in term of relationship.

  9. sesame says:

    Er…you mean DMU with people? ?

  10. sesame says:

    Somehow GOW’s end products don’t work so well for me…so I can only get their ingredients.

    I think it’s hard to stay loyal to one body product when there are so many new ones constantly being introduced in the market. I have found some I like very much but still, I like to try new stuff.

  11. sesame says:

    Wow, 20 years on a product…that’s amazing. But it’s good the facial soap works well for you all these years. Personally, I don’t like using facial soap no matter how gentle they are.

    But what you wrote reminds me of my mom. She stays loyal to the products she use too but I think it’s also because she hasn’t checked out others in the market.

  12. sesame says:

    Before I read Diane’s post, I thought your sis and friend are amazing. Now I know there are more people who do use products for a long time. I guess they are not so easily tempted as long as a product works well for them? That or some people don’t put so much emphasis on beauty products and hence, will not bother to change as long as their current is good enough for them.

  13. MissQ says:

    icic… i’m glad GoW products have worked well for me all this while. Gonna test out 2 serums from their sister brand Camelia Rose Skincare too… hope to see some positive results though.

    haha… i can imagine that you receive many new products everyday to try out and review!

  14. Diane says:

    Yeah, i was surprised when I counted back…I’ve been using it since secondary school ?

    Somehow Shiseido’s facial soap works best for me. Not sure why, maybe the glycerin? I tried facial washes for some time but it dried up my skin…

    On my mom…she has started venturing out nowadays too coz I buy her tons of products as well ? But I always get the comment not to buy her too much! ?

  15. sesame says:

    Haha…the daughter influencing the mom in the beauty regime. That’s kind of fun!

  16. sesame says:

    Not really everyday…but quite a bit on average. I don’t mind products for body but for face, I am quite fussy. I had to turn down many requests. At the moment, have not taken on new facial products. Think the Kimberly Sayer range was the last I’ve accepted.

  17. zzzmadison says:

    i’ve bought the Renew rosehip oil too during promotion. mind sharing your application please? i’ve yet to start hehe..

  18. zzzmadison says:

    DMU definitely applies to me. although i may hv find a product that works okay for me, i’ll usually switch to another brand once i’m finished in the hope of finding a better one. e.g. the LRP sunblock that i used was good enough, but i went on searching for another brand once done (tried to switch to organic sunblock, but too bad, it didn’t work out for me). but when i see LRP on promo again, i grabbed another one =p

  19. Aileen says:

    Thanks once again for your interesting post. somehow i always fall under this DMU law especially for facial products. they never seem to give the same result as the first bottle when i never actually raised my expectation – its still the same expectation as the first bottle. It was then due to this that the love to hunt for new products developed! =)

  20. sesame says:

    Usually the price points will lure us back to the product although sometimes it doesn’t work.

    For the Renew rosehip oil, I’ve used that before too. Best to use two drops and pat into your skin when it’s slightly damp. Some people actually mist their oil before patting on.

  21. sesame says:

    I think it’s quite common and I really believe DMU plays a part. Well, good excuse to get new stuff. ?

  22. fwy says:

    Hi zzzmadison,

    I only used 2 to 3 drops of the rosehip oil & massage it onto my face and neck area & top-up with a moisturiser with SPF15 before going stepping out of the house. For the night, I think 1 drop is sufficient as I dislike the greasy feeling on my skin.

  23. zzzmadison says:

    thanks, gonna try this out this weekend!

  24. zzzmadison says:

    exactly haha.. then we end up waiting forever for the product to finish.

    thanks for the advice! hope it won’t give me a breakout haha

  25. sesame says:

    Rosehip oil can be a tad rich…best for dry, mature skin. I found it not suitable to use around the eyes but if you just use a drop or two and mix with a drop of water (or apply when face is damp), it’s a good facial oil.

  26. zzzmadison says:

    um… i hv ‘complicated’ skin haha. ok, will dilute it abit before using =)

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