It’s not just what you buy, but who you buy it from, and how you buy it. And how, of course, how you browse. Case in point this holiday season is the rainbow of excitement being created by palette influencers. These small boxes that open to reveal a multi-colour range of eye shadow is not just about attracting the boys, but are status symbols in their own right. Getting into digital queues to acquire “in” palettes are long and seen as a privilege to get into. Having the right palette will win you friends in many high schools. The accessory well reflects just how far influencers have gone to win over fans and followers.
Now on You Tube
Vloggers Jeffree Star and Shane Dawson are popularly promoting palettes on the world’s biggest video-sharing platform. Other YouTubers are turning to palates to colour up their brand influence and as stepping stones to becoming beauty and fashion icons of the online world. Palletes have become the must-have fashion accessory this holiday season. The steep prices they have, while turning off some, to others only happily help spread the message that you have arrived. What’s more, some fans of superinfluencers are primarily buying pallets to show their loyalty to the YouTube personalities, and not exactly, for the product.
The multi-layered, hyper-modernist phenomenon of practically for shopping for shopping’s sake and to supporting not brands but the promoters of brands is counterbalanced by an old-school promotion technique from yester-century: the catalogue. These glossy, colourful magazines featuring smiling models promoting clothes, home accessories and much, much more, despite having plummeted in overall number in recent years, have carved out a distinctive edge among young adults who crave analogue charms like vinyl records as an antidote to e-mail and social-media overload. The surprise factor and tactile experience of the fabulously lo-tech catalogue has many supporters who crave off-the-grid experiences and still have money to burn. In-the-know digital marketers and online retailers – including Amazon – are using them to drive traffic to their websites. Digital natives are relishing the chance to flip pages and stop scrolling – for a short time, at least.
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