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

Buy-box price is 32.0% 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 22 day(s). During this period, the Buy Box price ranged from $10.97 to $16.14 against an MSRP/MAP of $16.14. The product's pricing health is currently flagged as critical.

Tracked 24 days · past 30-day window
Last updated Sep 30, 2026

Price Overview

FLOOR PRICE ($)

$10.97

MAX PRICE ($)

$16.14

AVG PRICE ($)

$11.21

EROSION (%)

32.03%

MSRP/MAP ($)

$16.14

Price erosion from MSRP
Severe32.03% below MSRP
MinimalModerateSevere

The product hit a low of $10.97, 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 32.03% erosion.

Tracking window: Sep 9, 2026 – Sep 30, 2026

Buy box distribution

95%1P
1P · 1 seller, 95% share3P · 2 sellers, 5% share
Sellers won
2 of 3tracked sellers
Changed hands
2 timesover 22 days
SellerConditionPrice vs MSRPBuy box daysErosion
1PWalmart.com· Top
New
$10.97
−$5.17 below MSRP
21d (95%)
32.03%
3PiHerb
New
$16.14
at MSRP
1d (5%)
0.00%
3PAmericaRx Smart Shop
New
$16.44
+$0.30 above MSRP
0d (0%)
-1.86%
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 95% share, winning the Buy Box for 21 out of 22 tracked days. Only 2 of 3 total sellers have won the Buy Box.

Seller density vs. price erosion

Buy-box priceActive sellersMSRP $16.14
Peak seller pressure3 sellers on Sep 9Highest count during tracking window
Price impact at peak−$5.17$16.14 → $10.97
Price trendRecoveringBased on trailing 30 days
Seller proliferation→ Stable0.0/day avg · 0 net

Buy-box price stayed between $10.97 and $16.14, largely stable over the period. It entered the period already $5.17 below MSRP ($16.14), before any crowding pressure arrived. Seller count peaked at 3 on 09/09 — adding +0 net sellers over the full period. Seller activity and pricing have both been steady — no acute competitive pressure detected.

Seller churn and influx

Comparing sellers before Sep 28 vs last 3 days of 22-day tracking period

New entrants (0)

No new sellers in recent period

Exited (0)

No sellers exited in recent period

Persistent (3)

Key Findings

critical
Price Erosion

$5.17

Severe32.0% below MSRP

Severe erosion — floor is $5.17 (32.0%) below MSRP; the product is well below its intended price point and brand integrity is at risk.

Seller Activity

2 3P Sellers

ControlledStable

3P activity is limited to 2 sellers — controlled.

Buy Box

Walmart.com

Controlled1P · 21 wins

Buy-box is controlled — Walmart.com (1P) leads with 21 wins at $10.97, and 3P interference is minimal.

Recommended Actions
1

Immediate pricing intervention required — The lowest price has dropped to $10.97, which is 32.0% below MSRP ($16.14).

2

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

3

Escalate directly with Walmart — The lowest price has dropped to $10.97, which is 32.0% below MSRP ($16.14).

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