By Beau Nelson SUPERPOWERS: Product And Packaging Development & Shade Generation, Beauty Photography, Makeup Artistry

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As a teenager and aspiring makeup artist in Canada, MAC was my everything. I was captivated by the sales people dressed in sleek black, rocking bold looks that seemed otherworldly to me back then. The iconic Silver Dusk powder was my first ever MAC makeup purchase (RIP, discontinued favorite). The visual branding, product names, and overall aesthetic left a lasting impression.

Around the same time, Lancome, under the Creative Director Fred Farrugia, was more experimental than most might remember. It was not the “safe” brand we think about now. Their collection titled Chrysalide pushed boundaries with black-and-white eyeshadow duos that gave an iridescent beetle like shine, and the campaign featured a model wearing iridescent black blue lipstick and scarab inspired clothing. The bold red-themed collection ROUGE of which the accompanying visual was a woman overlooking a frozen fairground in a crystal ball, her eyes and lips swathed in decadent reds. It was in that ROUGE collection that Farrugia introduced cosmetic glitter to the mainstream cosmetics market and shortly after that he created Lancome’s most nostalgic item The Juicy Tube.

I miss the storytelling that brands like Lancome, MAC and Dior used to build each season. There was cohesive storytelling, definitive looks and there was always that one “kicker” product that no one needed but everyone wanted—a talking piece for beauty lovers and press alike.

NOSTALGIA, THAT WARM FEELING OF RELIVING CHERISHED MEMORIES, IS A POWERFUL FORCE IN THE BEAUTY WORLD.

From cosmetics to fragrances, it has a unique way of shaping how consumers feel and connect with brands, often influencing purchasing decisions and building long-lasting loyalty.

Brands that masterfully blend their identity with nostalgic elements create a magnetic pull on consumers. It’s not just about the product—it’s the whole package: the look, the feel, the story. Whether it’s the smell of a MAC lipstick that transports you to the late 90's or a clever product name that resonates, these small details make the brand feel personal. When someone proudly calls themselves a “MAC girl” or aligns with the clean, effortless vibe of a “Merit woman,” it’s more than a purchase—it’s an identity.

Elder Millennials, Gen X, & Nostalgia

For those of us in our 30s and 40s, the memories are strong. Like that unforgettable MAC scent that Tom Ford now also uses in his lipsticks—(which personally, pulls me out of the Tom Ford experience because the MAC connection is so strong. In my opinion, at the price point of Tom Ford we should be entitled to a uniquely Tom Ford lipstick fragrance experience. By not having a signature Tom Ford lipstick scent, they as a brand are missing out on a key piece of what creates future nostalgia in their customers).

With MAC’s recent re-release of 8 vintage lipstick shades, nostalgia really hit hard. People who drifted away from the brand are now rethinking their loyalty, despite some shade inconsistencies that disappointed die-hard fans. MAC, if you’re listening, we love you but you gotta bring back the original shade, not just a new lipstick that kinda sorta looks like the original labeled with the old name!

These days, it feels like beauty brands have lost some of that magic. Color Collections used to tell a story; they had a clear vision and buzz-worthy hero items.

Today, it’s just a parade of disconnected releases and disjointed color collections. But what’s nostalgic to some of us is new and exciting to others. Imagine if MAC brought back one entire vintage collection a year with updated visuals but the same beloved shades in more modern formulations! Bringing back collections like Time Rocker with its velvety matte glitter lipsticks, or Earth Goddess with its grey based muted neutrals, or the super fun Rethink Pink collection! I know I’d be lining up to reclaim my memories, maybe rethink pink (again), and I bet younger generations would find the color statements just as fresh and exciting as I once did.

Revisiting The Past

Why don’t brands like Chanel revisit the fun, iconic Star products like Sandales D’or glitter gel, which was glittery golden makeup for sandal wearing feet, or the limited-edition Peter Phillips designed temporary tattoos? Or Dior could bring back the exquisitely packaged Diorific Plastic Shine glosses from when the house was under the direction of John Galliano and the legendary makeup artist and photographer Tyen? Even if often those products were more for the thrill of owning them than actually using them, they made us feel chic and adventurous. And they made millions for the companies who were good at creating them.

Nostalgia taps into deep emotions. That familiar scent or vintage-inspired packaging can transport you back to simpler, happy times. Brands like Estée Lauder and Clinique have successfully revived classic products, appealing to both older fans and new customers. But nostalgia isn’t a foolproof strategy. For example, no one’s falling for Clinique’s old “tape test” anymore—we’re too informed now. Clinique needs to balance its heritage with fresh innovations by leaning into the Clinical nature of its own name. I also could have seen them capitalizing far more on their viral Black Honey Almost Lipstick moment by creating a Black Honey cheek gloss stick, and maybe an eyeshadow quad and then re-releasing Pink Honey alongside it and maybe creating Beige Honey, Chocolate Honey and Nude Honey in both Almost Lipstick and the newly imagined cheek gloss and shadow configurations and possibly sheer matte versions of the lipsticks as an extension later.

The beauty community has been pulling inspiration from past trends. Just look at how ’90s beauty is having a moment again. Retro packaging and designs draw people in with a sense of familiarity, and the tactile experience of holding something that resembles an old favorite deepens the emotional connection.

STORYTELLING IS ESSENTIAL FOR LEVERAGING NOSTALGIA. BRANDS THAT CELEBRATE THEIR HISTORY CREATE A BOND WITH CONSUMERS.

For example, sharing the origin story of a classic fragrance or highlighting its cultural relevance connects people in a shared experience.

Fragrance & Memories

Fragrances are closely tied to memory due to the unique way scent is processed in the brain. Unlike other sensory inputs, olfactory signals are directly linked to the limbic system, the key areas responsible for emotion and memory. This direct connection explains why scents can evoke powerful, vivid memories and emotions. Studies show that the presence of specific odors can trigger autobiographical memories more effectively than visual or verbal cues. The smell of Elnett or Nivea cream can transport us back to our grandmother's rooms. A whiff of Aqua Di Gio can remind us of an old flame or a romantic moment.

Well designed brands use fragrance in their products to help support product franchise names, product stories and enhance the user experience. Chanel Hydra Beauty skincare collection for example, with its fragrance of juicy pear over ozonic water like notes it tells the story of freshness and of water and hydration, it matches the watery gel-like texture of the product and the pale aqua color. It gives us a unique all encompassing sensorial experience that will create nostalgia in customers, and identifies itself immediately even if blindfolded.

What's in a Name?

The importance of names of products and shade names cannot be underestimated. Names that are both brand resonant and inspire emotion in a customer are powerful storytelling tools. Years ago I had a makeup line that I created that was sold at Holt Renfrew in Canada, the brand was a play on my name, and was called Beaute Cosmetics (I was 18 when I created it so, I admit it probably was not the BEST name). I had created one of the earliest liquid lipsticks on the market which I called Weightless Lip Creme, but the names of the shades were the really important ones, for example a neutral red that looked good on everyone was called Masochist. To our customers it was a little bit naughty, powerful, and very sexual. That same red with another name wouldn't inspire those same feelings. Imagine it being called “Simple Red” It would not have fit with the sleek packaging, the visual identity of the brand or given the user the same fantasy vision of themselves as they applied it.

NARS CREATED AN ENTIRE CATEGORY THAT AT ONE POINT ACCOUNTED FOR 33% OF ITS ENTIRE BUSINESS FROM ONE WORD. ORGASM.

Orgasm powder blush was introduced in 1999, the color while pretty and very wearable wasn't revolutionary on its own, but this name, this experience drove women to the counter, sold millions of units and created company wide stock issues for years. Now the veritable Orgasm blush has several flanker products and NARS sells one original Orgasm blush every 20 seconds. The power of names and nostalgia can lead to franchise products that become iconic and that endure generations.

Today, social media supercharges the impact of nostalgia. Platforms like TikTok and Instagram allow trends to come back to life faster than ever. Influencers highlight retro looks and products, engaging fans who love revisiting those moments or are discovering them for the first time. This creates a community around shared memories and keeps the conversation going. This also creates opportunities for brands to appeal to influencers looking to make content. Reviving some of the cult products of the past is an incredible story for a content-creator to relate to their audience, allowing those creators to re-tell the story from their own point of view allows for the brand to reach more people with it.

The pull of nostalgia in beauty is undeniable. It creates emotional ties between consumers and brands, drives trends, and shapes how we shop. Brands that embrace nostalgia while staying innovative will continue to capture our hearts. For consumers, engaging with these products is like having one foot in the past and the other in the present—a blend of memory and modernity that feels just right

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