95 cents a treatment. a comparable department store version for women was $2.93 a treatment. but do these men's products smell and feel, well, manly? doesn't smell at all. practically unscented. honestly, i would not know that this was a men's product unless you told me specifically. but don't take my word for it. we asked twins anna marie and gina marie to try them out, and they chose the men's! >> make me want to use less makeup. >> definitely. gives a nice glow. >> there is sort of this one size fits all element to male beauty products. and sometimes what women want is to just simplify things and make things little more cost-effective. >> reporter: and given the price difference, it might be worth heading over to the men's department to see if a few of their new niceties will work for you. becky worley, abc news, oakland, california. >> very interesting. you know, yesterday, i called