I appreciate loyalty in friends, spouses and pets. As for brand loyalty, I’m not as constant, especially when it comes to cosmetics. Since I’m a pro, I’m confident that I’ll manage to find a replacement if my favorite black eyeliner is discontinued. And no, I’m not telling you what my favorite black eye liner is. It might get discontinued.
For some, the thought of a favorite lip color no longer being available for purchase requires breathing into a paper bag. Not that there’s a correlation between the loyalty to the lip color and said product being flattering. It’s just something these women feel comfortable wearing. Like sweat pants. Which usually aren’t flattering. Bam.
Meanwhile, cosmetic manufacturers will continue to discontinue stuff, so that they can throw something new at your face to see if it will stick. The beauty industry, like the fashion industry, operates according to the principle of Constant Stimulation, and keeping consumers guessing is very stimulating, and very profitable. And given the monstrous variety of makeup on the market, it’s hardly rational to think there can only be one of something that will work.
Trust me on this one – like lovers, there’s always a replacement for whatever you think you can’t live without. It’s make-up, after all – not a vital organ. Less hope, more wisdom.