![]() According to a source close to the company, the decision to focus on products like eyeliner and lipsticks were because they were “booming categories.”Ĭustomers are spending despite having almost no idea what is inside, so they really have to trust the brand. The three different bags - a “mystery eyeliner kit,” “mystery lip kit” and “mystery cheek kit” - each costing $16, contained two known products, one surprise item and a collectable pin. ![]() ![]() Meanwhile, Sephora’s new mystery bag caused a stir online after an eagle-eyed shopper, who goes by on Instagram, posted a photo on the platform of the kits she discovered at a Sephora store in Germany. Japanese beauty brand Tatcha announced in January it was releasing mystery bags filled with skincare products worth over $100 (although shoppers were required to have spent $100 on Tatcha products before the end of the month, to be eligible to purchase the kit). Beautyblender, best known for its elliptical-shaped sponges, launched its own "sweet surprise" mystery blind bag, retailing for £19 (about $25) on sites like Net-a-Porter and Feel Unique. Charlotte Tilbury dropped her "lucky box of magic makeup" on Cyber Monday, available at two price ranges of $100 and $200, while Fenty Beauty launched a mystery surprise gift set signed by Rihanna herself. In 2018, more brands started catching on. For the siblings, who are also behind the brand incubator Seed Beauty, which launched Kylie Cosmetics - now the gold standard in influencer-backed beauty - the idea was to get Colourpop’s biggest fans and most active customers involved ahead of new launches. “Some bags are extra lucky and contain prizes much higher in value,” he told BoF.įast-beauty brand Colourpop, founded by John and Laura Nelson, launched its first mystery bag in 2016 and has since released two others to date. The bags cost $75, but according to Beautylish’s co-founder and chief executive Nils Johnson, contain over $150 worth of full-size products including best sellers, new releases, limited-edition items and pieces from past seasons. Social commerce site Beautylish was one of the first to spot the opportunity six years ago - its mystery bags go on sale on Boxing Day every year, shipping out to customers in early January. Instagram users share the contents of their #Beautylishluckybag | Source: Instagram Instagram users share the contents of their #Beautylishluckybag | Source: Instagram Instagram users share the contents of their #Beautylishluckybag | Source: Instagram ![]() Now, several beauty brands are taking a page out of the Japanese marketing playbook and are launching their own mystery kits outside Japan. But today, they're viewed as a symbol of good fortune - the idea is that by beginning the year with prosperity, shoppers can enjoy similar fortune all year long - and have since become an annual craze nationwide. "The mystery of what was inside helped retailers accomplish a sort of 'New Year cleaning' if you will," said Brandon Chin, a Fukuoka-based author who writes about Japanese culture. Luxury brands like Burberry, Armani, Versace and Tory Burch have all had their products in the mix.Īn amalgamation of two Japanese words - fuku, meaning "good luck," and bukuro, meaning "bag" - these mysterious goodie bags started out as a way for Japanese department stores to get rid of old stock. A package can contain anything from clothing to makeup to food - and they're not necessarily lower-market items either. At the beginning of every year, thousands of people in Japan queue up for hours to get their hands on a "lucky bag." But they never know what they're going to get. LONDON, United Kingdom - They're called fukubukuro.
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