If you don't know what hype marketing is, you are either safe from the beast it is, or simply unaware of it. And if you're very familiar with it, get ready to scream "GIRL YES!" throughout this post (granted we share the same views, of course!).
You've seen it - Jeffree Star's monthly liquid lipstick restocks of different colours each time, Kylie Jenner's 6-second sell-outs, the limited edition Too Faced Sweet Peach eyeshadow palette which Too Faced said they'll likely never stock on their site again, the Violet Voss Holy Grail palette almost never being available unless pre-ordered... the list continues. But what's with all the hype? Is there not "normal" makeup out there? Why are we, as consumers in the beauty industry, so obsessed with these limited quantity things? Why do we lose it when we hear so-and-so product will never be in stock again, that too from brands which likely came to our attention through self-proclaimed beauty "gurus" on YouTube? Are these products really that good?
If you've watched or read reviews titled "Worth The Hype?", you've most likely come across some who RAVE about the product breathlessly (and most likely also rave about every other product, like that lenient teacher who gives everyone A's...) and others who tell you the product is not exactly the Beyoncé of that makeup category.
I myself have tried out hyped-up products from three different brands and two different categories - Jeffree Star Velour liquid lipsticks, Kylie Lip Kits, and the Too Faced Sweet Peach eyeshadow palette. I have reviewed the lip kits and the palette so far. If you have read these two reviews, you'll know I didn't LOVE them. At best, I liked them. If you haven't read them yet, I liked some of the shadows in the Sweet Peach palette and disliked or hated others, and found the Kylie lip kit formula to be rubbish. The Jeffree Star Velour liquid lipsticks need to be shaken or else they leak. I'll post a review of them soon. To answer the question "Were they worth the hype?", no, they were not.
If you want these, you'll have to follow Jeffree Star on Snapchat, Twitter, Instagram, YouTube,
and Facebook to know when they'll be available again because what are you doing in life if
you are not actively anticipating a restock of highlighters in bright pink compacts?
My main gripe with these releases is they don't allow you to truly think about the purchase beforehand. One of the most common money-saving tips is to wait a month before purchasing something because you may likely just forget about and no longer want said item in a month. This is almost impossible to do when a company says "Get them before they're gone!" or does a random flash sale of the products. You have a few days or a week to think about the product, and during that time, you're likely just getting more and more hyped up by sponsored reviews and first impressions from influencers. Because of this, as a consumer, you are unable to make a planned and informed purchase decision, and will likely just "buy it for the sake of buying it".
Most companies have jumped on the hype train and understock their items on purpose so it looks like their products are high in demand. Once they've hyped it up and sold a certain quantity of items, they stock higher quantities at a time so people who haven't been able to get their hands on these products can finally buy them (have you noticed how Kylie's lip kits are now up for up to 2 hours on her site, and Jeffree's Mannequin and Rose Matter were up for several days?). They most likely could have stocked this amount of products when they started out.
Ladies and gentlemen, there are HUNDREDS of established and starter makeup companies from indie to family-owned to corporate businesses, which means there are THOUSANDS of permanent makeup products to try out and love/hate. Why, then, are we moving away from checking out these products which have existed for YEARS and have required hours and hours of work on research and marketing, and spending several dollars a month on the latest "hype" product?
If you love collecting makeup and have the means for it, that's a different story because whether or not you enjoy the product, you will like having it displayed in your vanity, or tucked away somewhere to be taken out and admired from time to time. But if you're on a budget, shouldn't be overspending, or don't use makeup regularly, what exactly is the point of hoarding these hype products? Why not invest in good quality makeup you have researched and read reviews on instead of throwing your money on something that has just come out, has never been reviewed other than by those who got it for free so they can influence you to want it, and will be "gone once it's gone!"?
This is the last chance guys! Buy it now or weep forever
with a black lip kit shaped void in your heart!
Pre-sales can also be somewhat problematic since these usually go on for about 24 hours and then you'd have to wait a month to be able to buy the products when they launch permanently. A month feels like forever and you may be tempted to just get this exciting new product now instead of waiting a month. Two examples would be the Benefit brow line and the Becca Jaclyn Hill Champagne Pop face palette. These are a little more forgivable because the products will be available permanently later, and the week-long or month-long wait can serve as a window of time when you can contemplate over whether or not you actually want or need the products. This can actually be useful if you follow the wait-a-month saving rule. Pre-sales are also okay because you can want the items now and buy them a year later, since they are permanent.
I, for one, am frustrated with these hyped-up, limited stock products, and have decided to reduce my exposure to them. Here are my tips on how you, too, can deal with the constant desire for these shiny new products if you simply can't afford the addiction anymore, or just want to invest in more luxurious goods:
- If the company stocks weekly or monthly, read and watch honest reviews before making your purchase decision. If you want said item and it has good reviews, go ahead and bookmark your item(s) or save the name(s) in a note. After a few weeks or months have passed, if you still see positive reviews (especially on MakeupAlley) and you still want it, go ahead and get it.
- Try to refrain from buying products which will only be available once or twice, for say 24 hours or one week. There aren't usually many honest reviews on these and you can end up with an unnecessary impulse purchase not worth your money.
- If it's a collaboration product, try to calm yourself down before you decide to buy the product(s). Often, we are so obsessed with certain YouTube beauty gurus, we are blind to what purpose the actual product will serve. Do you really need another face palette or eyeshadow palette? Do you really need all six lip products so-and-so model has helped create?
- If it's a permanent product, for example the Anastasia Beverly Hills Renaissance Eyeshadow Palette or Sun Dipped Glow Kit (which is made in China but costs $40...), simply bookmark it or keep it in the back of your head. When the hype has died down, decide for yourself if you really need this thing. 8 out of 10 times, you will forget why you even wanted it in the first place, and will no longer feel the urge to drop your dollars on it.
- Limit your exposure to "makeup news" accounts whose sole purpose is to inform makeup addicts about up and coming items. Also reduce the number of haul videos and sponsored videos you watch on YouTube. Unfollow the brands that sell hype products, and stop stalking restocks. These are great enablers when it comes to makeup and are like that one friend who always tells you to treat yourself and BUY THE THING BUY IT NOW! (No offense to such friends because I am this friend.)
- Analyze what other things you can buy instead of this shiny new product. Maybe this money could go towards a more extravagant purchase? Or a treat/gift for someone special? Maybe something you've had your eye on for the past year as opposed to the one month you've been obsessing over this new product?
- Find trustworthy beauty gurus and reviewers who give honest opinions, do check-ins, and tell you the pros and cons of a product instead of "Oh my God you guys NEEED to get this LOOK AT THE PACKAGING!". They will likely buy the thing you want and review it in a few days, which may save you some money and post-purchase regret or guilt.
- Keep a wishlist of luxury or highly rated items you want, for example a Christian Louboutin lipstick or a bottle of Victor & Rolf Flower Bomb perfume, whatever floats your boat. Every time you see a new hype product, go back to your luxury item and see which you'd rather have. You will likely not purchase the luxury item, but it's good to have something solid to compare latest trend products to to get a better perspective.
I hope you could relate to or agree with some of the points I made in this post. Let me know your thoughts, whether you love or are frustrated with hype products, and anything else you want to get off your chest!
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