Given today’s spirit of conscious consumption, driven by both ethical and economical
concerns, it feels right to be celebrating the old as much as constantly plugging the new.
Even Love Island, partnering with eBay this summer, got the memo.
While ‘preloved beauty’ will never sell (because of hygiene, obvs), there’s much to be
leveraged in looking back at a brand’s firm favourites or unsung heroes.
Last week L’Occitane sent the press a selection of its “cult classics” to highlight what they do best. We rarely get sent products that aren’t new launches, so it felt special and exciting.
It went unmentioned in the mailer, but it pairs well with the French beauty brand’s focus on
refillable packaging – designed to be kept forever – available in more than 27 lines.
Sure, “old” products can trend on TikTok without the help of PR and press (yes you, Black
Honey lippie and Baccarat Rouge perfume). But raising awareness of what industry insiders (us!) deem worthy of rediscovering should feature in all our strategies. Especially if we’re waxing lyrical about being planet positive in other ways.