Hi Anonymous, we’re sorry to hear about your disappointment with the recent price increase of Dove Body Wash Sensitive Skin. We provide a suggested price to our retailers but cannot set retail prices. Stores establish their own prices based on overhead cost (such as location and store type) and profit margin. At times, we offer special price-off specials to retail stores at a savings which are intended to be passed on to consumers, and most stores cooperate as a way of increasing sales. We suggest comparison shopping at your local stores for the most reasonable prices on our product.