I’ve just spent £72 on a Chanel hand cream that I do not need. Why? So that I could get my hands on the limited-edition denim case the cream is housed in. I chastised myself about wasting money, but I went ahead and bought it anyway. This moment of frivolous spending, not to mention my intense longing for the now sold-out Gisou Honey Pups, had me wondering about beauty collectables and what drives us as consumers to obsess over and buy them.
I've always loved a beauty collectable, and if it’s from one of a handful of my favourite brands (I’m looking at you Gisou, Rhode and Summer Fridays), I’m almost guaranteed to buy it. It seems that I’m not alone. My social media feeds are filled with fellow brand fans unboxing the latest beauty keepsake. Whether it’s wearable merch, limited edition gifts with purchase, or key chains, bag charms and phone cases, beauty collectables have got consumers in a chokehold, and they’re not going away any time soon.
