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Becky worley checked this out. >> reporter: want to save on your fancy facial care regimen? try borrowing from the guys. the number of women using men's products is on the rise. added bonus, you save money, too. >> recently there's been this explosion of male grooming products. >> reporter: on this site telling a men's facial cream, of the 32 reviews, 26 were written by women. really? okay. i go to a bunch of department stores and ask the clerks in the men's department to help me find products similar to popular women's products. and get this, the men's products cost roughly half of what their...

Seen people ask, i've seen that store, you guys got good pricing. >> and keith knows the only way to keep the clients coming in is to keep doing what he's doing, stay competitive. >> i think people on average will look at that price difference and then judge for themselves time, value, and then convenience. that's where they make an internal decision. these are all quiet things that people don't really talk about. in this digital age, consumers are doing more homework before buying and that makes competitive pricing more important than ever. not always easy for a small business when they hav...

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