I like to see variety between launches, and I like to see some surprises – like a summer collection with a pop of pastel or a spring collection with some smokiness. A good example of this would be some of the recent Nordstrom beauty exclusives; they weren’t necessarily bad, but they were so entirely as expected in terms of color/range that it was hard to be that excited for them.
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I like when brands really put some thought behind their launches. I like good quality and I like finding unexpected new favorites, especially if its at an affordable price. Em Cosmetics, for example is a brand that gets me excited! They don’t release new products often, but when they come out with something, it’s amazing, the packaging is beautiful and the formula is great. When a brand has too many products or is releasing new products constantly, it just becomes a part of the noise and I don’t pay attention to them at all (I’m looking at you, Colourpop and MAC).
They have got to keep it interesting, for one thing! Offer interesting, unique color stories, new formulas without DC’ing original ones, just keep things fresh. Also, by keeping the OG packaging structure, but just done in either different colors or artful designs for LE collections keeps it fun and perhaps keepsake worthy!
I love when brands give a nod to fashion trends. I’m also a sucker for luxe pretty packaging.
I’m actually the opposite of most people, many releases actually get me less excited about a brand. I’m more excited to see brands investing on a core line of products with great performance; and I get even more excited when they invest in making those products better (ingredient quality/sourcing, formula, packaging), rather than spreading thin on mediocre quality constant new releases.
I agree with everyone above me in that unique products, good quality and good packaging. I feel like the multiple year, warm shades is a perfect example. When a new palette of these shades is released I just yawn and move on. I feel fashion and beauty should be setting the trends and not following. The release of Mod Ren was such a catalyst for everyone to jump on the band wagon and then they just never jumped off.
I also like when brands put some thought into their products. I love ColourPop but they release new products and new shades on almost a daily basis and I tend to be someone who likes to order everything I want and then not purchase again for a little bit. With ColourPop you would have to be ordering at least every week. I have placed an order and then the next day they release something I really want but I usually don’t order that product because I just placed an order. I like there to be some rhyme or reason for releasing new products.
I always like to see the new colour ranges coming out, especially this year with all the green shades. And I like to see new lipstick colours too. Especially as the budget brands are getting so much better.
What can be off putting is when brands release the same kind of shades year in year out (Colour Pop) and/or the palettes lack cohesion in their colour story.
As Celesta said putting actual thought behind releases. Something interesting and different, not the same as every other brand is doing. The continual releases are a snore for me. When something catches my eye it’s actually surprising to me right now, I like surprises! Bring it on!
Luxe packaging and their seasonal releases.
Consistent quality with variety keeps me happy. For unusual colors, I can do lower end products.
Originality, quality, color selection, and new products. High quality, well thought-out LE collections with nice packaging.
Let’s see…I generally get excited about CP, Huda, BH, and Rude Cosmetics the most consistently, maybe MAC and Morphe too, to a lesser degree. Other releases depend more specifically on the products.
I’d say, besides the general aesthetic, is that these brands release cohesive collections.
Also, a theme that speaks to me. Lunar Beauty recently released the Strawberry Dreams collection, and I am so into the whole strawberry thing that I jumped on it. I was not disappointed. I received it quickly and the shadows are insane. The lipsticks and gloss are nice too, but that palette! Of course I rushed to buy CP’s Strawberry collection too. Are you listening, Too Faced? This would be your kind of thing…