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PRODUCTS 1. NARS Laguna Bronzer | RRP $63 2. MAC Lipstick ‘Sin’ | RRP $40 3. KYLIE COSMETICS The Burgandy Palette | RRP $60
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T H E
Hype With Courtney Devereux
We may be individuals, but we’re part of a movement. And that movement is telling us to consume before it is too late. Before what we have set in our hearts falls into the arms of another. Dramatic, I know.
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Hype up the demand, limit the supply. It’s an old practice that has been used for decades; manipulate the customer into a sense of urgency. And that’s the way these days that retailers ensure a sale. It seems a lot more common now for companies to bring out ‘limited edition’ items to keep their loyal customers interested, and also to draw in more customers to their brand. Quite often this strategy is designed to promote a new product or give older lines a bit of a boost. Main players in this game are streetwear, and beauty. How often have you bought something quicker because it was about to sell out? How many times have you eagerly awaited the drop of a product because of the hype surrounding it? And how many times have you been left feeling empty after missing out on a limited-edition item? Probably more than once. But these are tactics by companies to ensure you’ll return as easily as the product does.
Taking a step out of the role of a consumer, it is easy to see that this marketing technique is just a ploy. Large companies that have enough of an audience to create hype surely have enough access to resources to create more stock. But where is the fun in that? Where is the fun in having a product that is accessible to everyone, everywhere, forever? Eventually, the demand runs dry and sales slow. Hence, the need for a constant, ever-evolving Limited edition items aren’t anything new, but the build of ‘the demand. hype’ surrounding the products is. Consumers lap up anything hyped or limited as it feels more special than other accessible Hyped items become a status symbol for the elite. To get your products. Consumers of high-end streetwear such as Supreme, hands on ‘limited edition’ items we’re now having to have Anti Social Social Club, Kith, Bape, and Noah sell only a handful background knowledge, insider information and one hell of a of products in what is called a ‘drop’. The hype up towards the ready wallet. release gives consumers time to plan their spending and the The hype is a product of consumers’ own making. We crave to best ways to get their hands on these ‘special’ items. be part of something bigger than ourselves, while also projecting our own individualism through what we buy. Trends might come Beauty-wise, Kylie Cosmetics, Maybelline, KKW Cosmetics, literally anything by Rihanna, and even fast fashion retailers like and go quicker than ever these days, but streetwear and beauty Topshop and Showpo limit supply but hype up products weeks progression mean things are never boring. The build of hype before the drop. This creates a tension among shoppers, and, surrounding these drops on the surface seem unfair on the may even allow customers to justify spending large quantities average shopper, but all these labels have done is take an elusive on items because they are limited, therefore feel more special. model like anything limited edition and injected it with steroids.
@cptdevereux
1. Meet the BeyoncÊ of highlighters – the new Maybelline New York Face Studio Master Chrome, a luminously molten gold that is sure to light up any dance floor. The blendable powder contains metallic pearls that effortlessly create a reflective, chrome finish, making your skin look instantly glowing. This extremely affordable highlighter is your ultimate go-to for a brilliantly golden glow!
ICE
Queen Winter or Summer, the glow is always on trend. Here are our top picks for achieving that icy sheen.
2. 3. 4. Photo: Gail Sorronda, Backstage MBFWA | 1. Maybelline New York Face Studio Master Chrome - Molten Gold RRP $16.99 | 2. NARS Erdem Collection Multi-Use Highlighting Pencil RRP $46 | 3. MAC Strobe Body Lotion Opalite RRP $70 | 4. MAC Prep + Prime Fix + Pinklite RRP $40
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Fashion Photo: Cindy Leong Model: Sabine Jamieson @ Clyne Models MUA: Ruth Barron