Are You a Sucker at Sephora?
9 insider secrets cosmetics companies use to get us to buy stuff we don't really need
They put "NEW!" on a (barely tweaked) old formulaHere's an interesting tidbit: The cosmetic companies that sell their lines at Sephora are expected to come out with new products every 3 months. Why? Because that's what consumers demand and expect, says Bennett.
"We are so ravenous for newness that we'll hear about a new technology or ingredient and want to participate when the trend is hot. It used to be that we wanted to find the holy grail," he says -- you know, the one mascara that made your lashes perfectly thick or the signature lipstick color you'd wear every day. "Now, we are never happy," he says. "We always think something can be better -- that the most amazing mascara can get even more amazing, or the lipstick can be even more hydrating."
Why is it that we're always on the hunt for the latest and greatest products? Perner says a little dose of competition could be at play. "Many women may want to try something that others haven't tried yet so they can have an edge," says Perner. "There's also a certain amount of time and maybe even discomfort that comes along with some products, so the promise of a newer version working more quickly, less painfully, and with better results is appealing."
And, for the reason not backed up by psychological research: Playing around with new beauty products is just plain old fun.
SEE NEXT PAGE: They use numbers to convey how effective the product is