Categories/Face Moisturizers/CETAPHIL Gentle Exfoliating SA Face Lotion, Lightweight Moisturizer with Salicylic Acid, 8 fl oz
critical

Buy-box price is 38.2% below MSRP and a 1P seller controls the listing

CETAPHIL Gentle Exfoliating SA Face Lotion, Lightweight Moisturizer with Salicylic Acid, 8 fl oz

CETAPHIL Gentle Exfoliating SA Face Lotion, Lightweight Moisturizer with Salicylic Acid, 8 fl oz

Cetaphil·
ID 5558619067

The CETAPHIL Gentle Exfoliating SA Face Lotion, Lightweight Moisturizer with Salicylic Acid, 8 fl oz was tracked for 30 day(s). During this period, the Buy Box price ranged from $9.97 to $16.14 against an MSRP/MAP of $16.14. The product's pricing health is currently flagged as critical.

Tracked 31 days · past 30-day window
Last updated Jul 31, 2026

Price Overview

FLOOR PRICE ($)

$9.97

MAX PRICE ($)

$16.14

AVG PRICE ($)

$11.54

EROSION (%)

38.23%

MSRP/MAP ($)

$16.14

Price erosion from MSRP
Severe38.23% below MSRP
MinimalModerateSevere

The product hit a low of $9.97, following a peak of $16.14 during the tracking period. Compared to its MSRP of $16.14, the floor price reflects a severe variance of 38.23% erosion.

Tracking window: Jul 1, 2026 – Jul 31, 2026

Buy box distribution

77%1P
1P · 1 seller, 77% share3P · 1 seller, 23% share
Sellers won
2 of 2tracked sellers
Changed hands
2 timesover 30 days
SellerConditionPrice vs MSRPBuy box daysErosion
1PWalmart.com· Top
New
$10.97
−$5.17 below MSRP
23d (77%)
32.03%
3PiHerb
New
$16.14
at MSRP
7d (23%)
0.00%
Erosion severity: green under 10%, yellow 10–20%, red above 20%

The Buy Box for CETAPHIL Gentle Exfoliating SA Face Lotion, Lightweight Moisturizer with Salicylic Acid, 8 fl oz is primarily held by Walmart.com (1P) with a 77% share, winning the Buy Box for 23 out of 30 tracked days. All 2 of 2 total sellers have won the Buy Box.

Seller density vs. price erosion

Buy-box priceActive sellersMSRP $16.14
Peak seller pressure2 sellers on Jul 1Highest count during tracking window
Price impact at peak−$6.17$16.14 → $9.97
Price trendRecoveringBased on trailing 30 days
Seller proliferation→ Stable0.0/day avg · 0 net

Buy-box price fell to a floor of $9.97 before recovering to $10.97. It entered the period already $6.17 below MSRP ($16.14), before any crowding pressure arrived. Seller count peaked at 2 on 07/01 — adding +0 net sellers over the full period. Seller count has held steady even as prices shifted.

Seller churn and influx

Comparing sellers before Jul 29 vs last 3 days of 30-day tracking period

New entrants (0)

No new sellers in recent period

Exited (0)

No sellers exited in recent period

Persistent (2)

Key Findings

critical
Price Erosion

$6.17

Severe38.2% below MSRP

Severe erosion — floor is $6.17 (38.2%) below MSRP; the product is well below its intended price point and brand integrity is at risk.

Seller Activity

1 3P Seller

ControlledStable

3P activity is limited to 1 seller — controlled.

Buy Box

Walmart.com

Contested1P · 23 wins

3P sellers win the buy box 23.3% of the time; iHerb leads with 7 days at $16.14 — worsening.

Recommended Actions
1

Immediate pricing intervention required — The lowest price has dropped to $9.97, which is 38.2% below MSRP ($16.14).

2

Monitor buy-box ownership daily — 3P sellers captured 23.3% of buy-box snapshots across the tracking period.

3

Prioritise enforcement action against iHerb, the highest-frequency 3P buy-box winner.

4

Escalate directly with Walmart — The lowest price has dropped to $9.97, which is 38.2% below MSRP ($16.14).

Free 7-Day ReportTrack any product listing

Get a Free MAP & Buy Box Compliance Report for Your Product

Enter your product URL and MAP price. We will monitor 3P seller crowding, Buy Box shifts, and price erosion over the next 7 days and email you a comprehensive compliance report.

Track Your Product

Free