Three-quarters of the testers preferred product "B" and said it rubbed in more easily. Their choice? The 10-ounce bottle of Jergens lotion for $3.50.
In this case, the lab experts disagreed. They liked product "A," which was La Mer lotion at $70 for 3.4 ounces.
"The longevity of the moisture I received from the Jergens was much more short-term than that received from the La Mer product," said Galderisi.
But Rigel said beauty is often in the mind of the consumer.
"When people buy the more expensive cosmetic, often what happens is what they are really buying is hope," he said. "Because they are hoping they will look better."
Louise Galvin, maker of the $44 shampoo, said what makes the shampoo different is that it has fewer chemicals, which really helps over the long haul.
Pantene, whose shampoo was preferred by only four women in the "GMA" test, said its goal is to make a salon-quality shampoo that is affordable.
L'Occitane, whose shaving cream was preferred by fewer testers than the Neutrogena product, said its product is meant to be used with a shaving brush, which helps lift up the whiskers.
ABC News consumer correspondent Elisabeth Leamy originally reported this story for "Good Morning America Weekend Edition."