Kat Von D has plans to unveil a new Crushes Makeup Collection that will apparently break through the makeup FOMO trend. Her idea is to release special palettes and makeup pieces when the whim hits her. Instead of creating new seasonal collections or constant releases to drum up sales she’ll instead be doing one-off products that don’t fit into a particular collection but are stand alone products with a focus on quality.
She wishes to eliminate the “makeup pokemon disease” that we all have a mild or major case of where we need to collect every single palette that launches just because it’s the latest, greatest thing. I find this every so slightly ironic because recently when her Crush Extreme Highlighter Palette launched the PR e-mails I received called it a “super limited edition” palette. This may not be Kat’s fault as perhaps she doesn’t realize that was how they were promoting it however, on Sephora’s site the description even reads, “A super-limited highlighter palette with three metallic shades for light-catching dimension.” So, she must know about it right?! You can’t be that clueless about your own releases.
So, wait, you want to eliminate FOMO yet your marketing is creating it? Yeah, some irony there. I do like her idea about eliminating FOMO but she needs to take a tiny step back and look at her own current marketing and hopefully apply what she is preaching about to her new Crushes Collection versus doing special releases and proceeding to promote them as SUPER LIMITED EDITION BUY IT NOW OR MISS OUT.
Anyway, see the quote from Kat Von D’s Instagram account below explaining the Crushes Collection!
Finished up some lettering for packaging for this upcoming @katvondbeauty “Crushes” idea I had. Instead of just pumping out products for the sake of making sales during seasons every year, I thought it would be better to release these special, one-off products that don’t necessarily belong to a particular collection, and are just great products that stand alone on their own. My plan is to release these “Crushes” randomly throughout the year, once a formulation meets my [extremely high] standards, and just let you guys enjoy these special pieces as they come – without the pressure of an industry dictating when I should launch products. In my opinion, I don’t believe we should feed into this consuming culture, where we just buy, buy, and buy stuff for the sake of having the “latest” product. I just want to make high quality, #crueltyfree + #vegan products that are missing in the beauty word – even if it means missing out on competing sales. Sometimes, less IS more. 🖤 #KvDcrushes #katvondbeauty #comingsoon