What’s the problem with repromotes?


New & Shiny vs. Old & Done

With some of the recent launches from various brands, we have seen previously released shades (whether permanently or previously limited edition) launched again in the latest seasonal collection.  This is not a new concept–brands often rotate in permanent products to promote alongside new seasonal shades or bring back a shade from the past that matches the latest theme.  I’m curious to know what side you’re on, though, because there definitely seems to be a divide.

On one hand, when a brand brings back an old shade, it’s an opportunity for those who missed out on the shade originally to try it out.  It also is one less product to worry about fitting into the budget or figuring out if it’s something you really want–it’s old news!  But on the other hand, are repromotes a sign of a lapse in creativity?

Is the question whether a repromote is adored or loathed more about whether it was a big deal when it first came out?  Would you rather the brand tweak the shade imperceptibly and give it a new name instead?  With so many new products releasing each month, is it really a bad thing that we see a few shades come back?

This post was prompted by some of the comments on MAC’s “new” Mineralize Eyeshadow Duos being nearly identical to previously released Mineralize Eyeshadow Trios.  I imagine with the level of duplicability that it is not mere coincidence but intentional, and with that in mind, it seems like they would do so to fill gaps in the existing line by bringing these in or because they did so well initially that it made sense to make them permanent.

In general, I don’t mind repromotes, even if the shades weren’t coveted the first time they released.  I’d rather they re-release than take nearly the same color and give it a different name.   I like that it gives others the opportunity to try an old favorite, too.  I don’t like when a brand pretends like it’s new when it is from the past, though.  I also don’t want to see the same shade brought back as “limited edition” over and over and over again (MAC Showstopper, I’m talking to you!).

I can also see where readers are coming from re: Urban Decay palettes, which often re-use the same shades year after year.  I know I have more Half-Baked and Baked eyeshadows than I’ll ever need–for five lifetimes.  I actually kind of enjoy when a brand highlights great permanent shades within a seasonal launch, because sometimes we get caught up in all things limited edition that we forget brands even have permanent ranges!

How do you feel about repromotes?

Givenchy Demesure Audacious Lashes for Fall 2011


Givenchy Demesure Audacious Lashes for Fall 2011

Nicolas is overflowing with imagination and is always ready to venture beyond bounardies. Today he reveals his own professional secrets to interminable lashes with staggering volume. The new Givenchy mascara, the mascara that is superlative in all aspects, bears his signature: DEMESURE, Audacious Lashes. This High Tech accessory at the cutting edge of innovation combines an extensible brush and a finishing tool. An exnclusive hyaluronic acid-based formula adds volume to the base of lashes without weighing down thetips. A super-audacious product for extravagant, breathtaking volume.

Generously coat lashes, wrap them in the material like you would a luxurious black sheat. Shape lashes one by one with an ultra thin accessory for a singular definition. It took two years of intensive research to finally create this exceptional item: the first three dimensional telescopic brush.

To create density: the volumising shaft has 16 inlaid grooves which serve as reservoirs for material. Each time it is dipped in the vial, they are engorged with mascara so that the base of eyelashes is covered with a thick coating on application.

To define: enclosed in the shaft, a totally clean elastomer separating brush is released by activating the base of the cap. Its cone shape guarantees ease of use combined with ultra-precision. The finishing tool gives the ultimate touch of precision. Its finesse provides a customized, unequalled, lash-by-lash result.

Three shades: Audacious Black, Audacious Brown, Audacious Green (which is limited edition).

availability: Fall/Winter 2011

See more photos! 

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Do you think anti-aging products work?


  • Sometimes, but never as well as they claim! (60%, 1,986 Votes)
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MAC Mineralize Eyeshadow Duos (2011) vs. In the Groove Mineralize Eyeshadow Trios

As speculated in my review, the new duos (which I’m still waiting to get official word on re: release date for in-stores, how long they’ll be available for, etc.) are definitely reincarnations of the trios from In the Groove. Five of the six duos correspond with a trio, while one duo requires taking a shade from two different trios to match–but for the most part, they are all quite similar. All swatches are applied wet (using water to dampen).

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