The cold New Year’s Day saw a massive prices increase of international cosmetic brands. It was reported that the prices of SK-II haverisen an average 10 percent since Jan. 4 and Chanel would increase their prices by 10 to 30 percent beginning Jan. 15. More high-end cosmetics such as Lancôme and Biotherm are said to raise prices as usual after the New Year holidays across China, reported Labour Daily and 21 CBH.

However, higher prices seemingly have no influences on consumers’ enthusiasm for famous cosmetic brands.

“I’ve heard that Chanel would raise prices soon, so I’d better buy more now,” said Ms. Liu, a consumer buying Chanel.

“I’m no longer used to buying cheap cosmetics in the supermarket, so I will keep on buying these branded ones even with increasing prices, ” added Ms. Liu.

That’s why high-end cosmetics dare to raise prices — they have honest fans who won’t change their preference with a certain acceptable increase, explained an insider.

In fact, the prices of these high-end cosmetics have been raised six times in 2011 and 2012 by 5 to 30 percent. Though different reasons such as increasing raw material and human costs were given each time, cost factors are believed to have a decreasing effect on the prices of cosmetics.

“Increasing costs are just excuses, they raises prices for the high-end market status,” said an online cosmetic store owner on Taobao.com.

According to Qi Xiaozhai, chief researcher in Shanghai commercial information center, it’s a marketing strategy to raise prices for high-end image as “the dearer, the better” is a common consumer mindset.