Amid tariff refunds, shifting commodity costs, and a challenged, bifurcated consumer, retailers and brands are wondering—is the price right?

After several years of elevating prices, many are now evaluating the benefits of bringing them back down. Many food CPGs—including PepsiCo and General Mills, eager to jumpstart sinking unit sales—have reduced some of their prices over the last few months.

Several others, from retail giants like Kroger and Walmart to beauty brands like E.l.f. Cosmetics, have also reconsidered their pricing strategies as a lever to drive up velocities and attract—and keep—customers.

Dime Beauty, a prestige skin care and fragrance brand sold at Ulta Beauty, permanently dropped prices by an average of 20% across 17 of its SKUs on May 31. Consumers “feeling the pinch” of beauty prices was a contributing factor in the decision, Dime’s Chief Brand Officer Bernice Merlini told Retail Brew.

“We’re prioritizing that long-term brand trust and customer loyalty rather than short-term margin potential,” she said.

Keep reading here.—EC

Amazon has officially moved its Prime Day sales event from July to June, and consumers have thoughts.

According to a new study by Tinuiti, 88% of Prime members plan to shop during the event this year, up from 81% in 2025.

Among those shopping, 54% were “just as excited” about accessing the deals earlier this year, while 39% said they were “even more excited” about the earlier date. Only 7% said they were less excited.

The survey, which included responses from 1,000 Prime members, also found the most common reason among those who did not participate in the event last year but planned to this year was simply because they were more interested in finding deals. Additionally, about 1 in 4 shoppers felt better about their finances this year.

Keep reading here.—JS

Dua Lipa may have recently gotten married, but Callum Turner isn’t her only partner in life.

This spring, coffee brand Nespresso announced the pop star as its newest global brand ambassador, a role that had previously been exclusive to actor George Clooney, who has been working with the brand since 2006.

Nespresso launched its “Vertuo World” campaign with Lipa in April, and since then, she’s hosted a Nespresso event at the Cannes Film Festival and helped the brand market a pickle-infused iced coffee inspired by her viral Diet Coke concoction with pickle and jalapeño juice.

The Lipa-fronted campaign marks a 30%–40% increase in brand campaign spend and is one of Nespressos largest investments to date.

Keep reading here on Marketing Brew.—KH