This isn't really surprising in a low margin industry. If you are making a 2% margin on the average perfume bottle, and then you liquidate it at -3% because it's cheaper than destroying it, you can accidentally end up anchoring customer perceptions on a price with like a -1% margin which actually will destroy the business over time.
High margin industries get more complicated to model, of course.
High margin industries get more complicated to model, of course.