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!