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?