I dont know, but I have seen it for different prices, the cheapest Ive seen it for was 26.99 and I cant remember where I bought it at. The usual price is 30.99-31.99 no more. The bright side is, the bottle lasts over a year.
Yeah, I've seen it a couple of places online for around $26.00, but then with S/h, you're back up to about $32 or so. I guess I'll just look around at different BSS and Salons and compare from there.