Yes this!!!! I sell/sold for a company that sold their stuff at a high price. You say it more eloquently than I do, but I agree, do not compromise on your price in the right market.
However, $45 a lotion bar is excessive. But if i could sell my stuff at $45 I would.
People at work buy these cupcakes from some random guy that just comes in and sells cupcakes. They are really huge, big cupcakes. I had soap, and someone asked me why $8, and didn't want to pay $8 for a bar of soap. I'm like... you just bought a $5 cupcake that is going to be gone in less than 5 minutes, and you are questioning $8 for soap that is going to last your family for a month? On that...I sold soap to her.
i can't speak for lotion bars...never made them. But I take into account my packaging, ingredients, labeling, and the free samples and sometimes full bars of soap that I give away. It all costs money. Depending on recipe, most of mine average $2.50/bar to make, and then some higher, but I have been keeping them the same price for selling even if it costs a little more to make, cause it's merely pennies per bar (Haven't sold my salt bars yet, but I am thinking about selling higher because of the rent-space they have to take up for a long cure LOL).
Note that I did actually end up going to the linked website and wrote this:
ETA: Ok, I actually looked at the website. First off, you'd be paying for the packaging - bamboo containers, bar wrapped in linen. Full size bar is 3.5 oz, mini bar (1.5 oz) sells for $14.00. The base ingredients are cocoa butter, sweet almond oil, aprictot oil, fractionated coconut oil, and avocado oil.... nothing outrageous there.
When you look at it that way, her prices aren't really much out of line.
In reality, when you look at her pricing ($45 for 3.5 oz), which includes a bamboo container and a linen wrap, it comes down to $12.85/oz. Her mini bars are $14 for 1.5 oz, which comes to $9.33/ oz but doesn't include the high end packaging. I sell my 40 gram bars for $15, which includes the tin. Honestly, given her market (and marketing), the price isn't really that much out of line. She's definitely marketing to a group that doesn't mind paying her prices.