I think a lot of customers are being more savvy with their beauty purchases. Rather than brand loyalty, customers are shopping around for the best alternatives. Take C&P… the TSV is saying a tube plus 2 cloths is £34.. Aldi dupe is £2.99/£3.99 with a cloth. If you buy two, you save £60 which pays for the Elemis PCMC.
Plus, I think LE lost a lot of trust when they denied they had meddled with products and then had to own up…
Personally, the PCMC really suits my skin, and is the best moisturiser I’ve ever used, I just need to get it at a bargain price!