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Illamasqua online vs in store

I recently made a purchase from a debenhams store for an item of illamasqua makeup that cost £17.50 when I returned home to check the reviews of this product I was amazed to see it being sold on illamasqua website for £6.40. when I emailed the makeup company via their website they firstly denied debenhams reduced their products then when I challenged they confirmed it was down to the store which products were discounted seems grossly unfair to the consumer is this right.

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