If beauty brands are going to bring a discontinued product back from the dead, then they must do so for the love of it, and with real, genuine intention – not as a gimmick.
It should be a gift to their audience and be thought through carefully along every single part of the execution – not just due to pressure.
As there is real joy to be had in leaning into nostalgia to reconnect with audiences hungry for some fun in their daily routines, especially as we live in increasingly tense times politically, socially and economically.
People are tired, uneasy and frustrated, and that is when they desire an opportunity to reconnect with things from the past that sparked the most joy – like beloved beauty items.
A recent example of a brand listening to its audience and finally taking action to deliver this kind of ‘joy’ is The Ordinary.
The Canadian skin care brand has brought back its Serum Foundation (pictured above) for a limited time due to consumer demand, only two years after the company discontinued its make-up offering entirely.
If a business is willing to put in the work and truly listen to its audience, then capitalising on nostalgia can be hugely beneficial
Although The Ordinary consumers are excited – the brand’s TikTok post announcing the news has garnered more than 3.6 million views – some are also wary.
Why? Well, the brand’s parent company Deciem was acquired by giant Estée Lauder Companies, which has led to fears by some OG fans regarding the perception that big conglomerates tend to interfere with the original ethos of a company’s identity.
This can sometimes expand to all aspects of what makes a brand great from the consumer point-of-view.
“Why did it ever go in the first place? Please pray [to] the Gods the formula
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