Why are we unable to ignore the siren call of horoscope beauty products?
In addition to appealing to today’shealing-crystal-obsessed beauty lover, horoscope-linked products are also a way to “have people connect with a brand,” says Amy Chung, beauty industry analyst at market research firm The NPD Group. Without the need for sophisticated apps that blend customized shades, sun signs—of which there are only 12—check off consumers’ desire for personalization.
“Even if you don’t necessarily love the colour or design of yours, you’ll buy it anyway. It’s mass customization.” Even though there’s nothing particularly customized about a lipstick shade or an eyeshadow that’s supposed to suit every Capricorn in the world, considering these products don’t take into account, well, anything, really , Chung says that consumers continue to eat them up. “It’s like those mugs with astrological signs [on them],” she says. “Even if you don’t necessarily love the colour or design of yours, you’ll buy it anyway. It’s mass customization.
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