For me, loyalty is first dictated by product quality AND consistency–I really, really appreciate a product range that’s consistent, whether that’s bad or good, because then you know to whether it’s a must-have when a new shade comes out or something to avoid. Customer service has a huge impact, but it comes down to when I need it – because if it’s been so-so or fine generally, that’s enough for me, but if something does go wrong, and they provide poor customer service, that can be enough to lose me as a customer.

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