I like cohesive launches–a theme running through them where it all makes sense, and I like some variety in depth, color, finish, or undertone to be present so I feel like it could work for a lot of skin tones. I also like when a new launch’s theme seems at odds with the seasonal trend (e.g. pastels in winter) as the launch will stick out more in my mind. I tend to get excited for new, permanent products/formulas as well.
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