Why do I feel like I’m being pepper sprayed by new makeup launches? Every time I recover (financially) from one ‘hit’, I’m instantly sprayed again. It’s not even exciting anymore; the sheer magnitude of the tidal wave of newness that has hit me since the start of the year is enough to swamp the Burj Khalifa. I want to scream: ‘Stop! I can’t take anymore!’
It’s not just the never-ending stream of new makeup launches that has stopped me in my tracks; it’s the cost. We’re talking about not even luxury brands selling new bundles that cost more than some people’s weekly food shop. And all that packaging…
The price of keeping up with new releases has forced me to pause and take a step back. I’d liken this ‘downtime’ to passing on a lift to take the stairs. I’ve retraced my purchasing history over the past six months or so, and realised where I’ve been going wrong. Of course, it’s too late to recoup the wads of cash I’ve already spent, but I’ve learned some valuable lessons for the future.
It’s definitely true that the buzz of a new makeup launch is all-consuming. Live reveals, special offers, bundles… It’s easy to get reeled in. I know, I’ve been a sucker over and over again.
That’s what the marketing people want, isn’t it? The big build-up is always finely tuned to hit the right spots. ‘It’s a revolutionary formula.’ ‘It’s a limited edition.’ ‘Flawless finish.’ You get the drift.
It’s all about piquing interest and making even the most mundane of launches seem unmissable. And it’s obscene how many new products are released with very little helpful product info beyond sound bites. Where are the tutorials and in-depth explainers that ram home exactly why a product is an absolute must-have?
I’ve learned the hard way that new formulas don’t always add up to better buys. As for all those ‘new products’, ever counted how many aren’t actually new per se? Check out the oodles of eyeshadow and lipstick shades that just so happen to find themselves cleverly repackaged or featured in umpteen palettes with almost identical colour stories.
As for ‘limited edition’, isn’t that just ‘advertising speak’ to nudge those instant sales? Actually, I’ve lost count of collabs that have taken yonks to sell out. Most of them end up on sale in the end. And that, my fellow beauty lovers, is where the word ‘patience’ comes in!
Being patient and new makeup launches
With so much hype surrounding beauty launches, you may well be wondering why you should be patient. If you’ve been caught up in brands’ propaganda machines, you’re going to want that newness as soon as you can get your hands on it. But what if you can’t afford it? Or don’t actually need it?
Spreading the cost with credit cards or buy now, pay later apps used to be a cost-effective way of investing in new collections. However, with so many launches (some brands are releasing entire collections every four weeks), those small, monthly payments can mount up. In fact, they can quickly become unmanageable.
Then there’s the issue of makeup overconsumption. When does enough become too much? Are you really going to consistently use everything you buy?
I hold my hands up, I’ve got way too much makeup. That’s another reason why I’ve decided to fan myself down on launch days and take a big breath. Do I need it? No. Do I want it? Maybe.
Poring over recent purchases, I’ve recognised patterns in my spending. I’ve tended to buy either on the day of new makeup launches or very soon afterwards. If only I’d been patient. The following are real examples of how just waiting could have saved me megabucks.
Makeup Revolution x Mean Girls collection. This collaboration with the Mean Girls franchise spawned an entire collection. The standout component was a Burn Book eyeshadow palette. With a unique padded cover, brilliant internal design and a great colour story, it ticked every box for an eyeshadow lover. The price? £19.99. I snapped it up the moment I became aware of its existence, which happened to be day one.
Fast forward a few months… The same eyeshadow palette was regularly on offer at £10 and at least once priced as low as £5. I could have saved a whopping £14.99 on this purchase. I could also have shaved a few quid off a lip gloss from the same collection.
PLouise is another makeup brand where I could have made savings. In January, I rushed to purchase the new Hair To The Throne shampoo and conditioner. The cost? £18 each. Had I suppressed the urge to press the ‘Buy’ button within minutes of the launch, I would have spotted a shampoo and conditioner bundle - for £25. The same goes for the Valentine’s collection, which included two peach makeup bundles, a nude makeup bundle and a cherry skincare bundle. I shelled out £150. Guess what? If I’d waited, I could have saved at least £20.
Where I’ve already saved money is on Christmas launches. I bagged a blush and bronzer collection, originally priced £25, for a tenner. Waiting just a few weeks knocked £15 off the price. I’ve even spotted products launched not that long ago in Fiver Friday events!
Going forward…
My name is Belinda and I’m a makeup addict. I don’t need today’s new product. If my heart convinces my head that I do, I’m going to wait. Sooner or later, I bet that same product will find its way into the sales aisle. I can feel it in my bones.
In the meantime, I may change my mind and decide that, actually, I no longer want that product - something better has come along. Something longer wearing, with a more luminous finish or in a trending new formula.
Getting over the fear of missing out is 90% of the battle. There’s nothing better than banking on a future bargain to soothe the path to patience.
Patience is a virtue when it comes to new makeup launches. Try exercising a bit of it yourself the next time something catches your eye when money’s a bit tight - and see what happens!
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