Why do cosmetic companies offer "Limited edition products?

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Question: Why do cosmetic companies offer “limited edition” products. I’ve tried the products and want to continue using them, but because they are a special edition, they stop producing them. What’s the point?

Just like legwarmers, certain beauty products only have one season (or two) in the sun. These products, however gorgeous and wonderful, are usually in response to the latest trends in fashion and colours, so thank your lucky stars they go away—otherwise you risk looking dated.

Rest assured, if a limited edition product is an instant classic and does gangbusters for a cosmetic company, their big wigs will change their minds and keep it at the counter. For example, Yves Saint Laurent Touche Brilliance Sparkling Touch for Lips (a shimmering lip gloss) is a limited edition product from last fall that was such a success (it’s so chic and lovely to wear), the company has kept it in their spring makeup collection and even introduced it in more shades.

– Juliette Lie, Beauty Editor