We all have heard about the ‘It’ bag phenomenon, like the Balenciagas, the Chloe Paddingtons, etc. It started when Marc Jacobs collaborated with Takashi Murakami to create a line of products decorated with smiley-faced cherry blossoms in 2003. Louis Vuitton sold a staggering $345 million worth of the line in its first year, roughly 10% of the company’s total revenues!! No handbag has come close to achieving the success of the Murakami collection. It’s no secret that every fashion houses hope to create an ‘It’ bag every season, but creating a handbag that guarantees a mile-long waiting list is no easy feat as it needs to have a combination of various factors like the brand’s image, the designer’s alchemy, the needs of women today and a mix of creativity/uniqueness of the design, functionality, exclusivity and quality.
Still, it is easier to do an ‘It’ bag rather than an ‘It’ make up or skin care because bags are easy to spot on, especially when celebrities are toting them everywhere. It’s hard to see a lipstick on somebody’s lips and find out what brand and color it is. That’s why there’s only a few products that have achieved the ‘It’ status. Chanel Black Satin nail polish is one of the rare ‘It’ beauty products, especially since it’s a limited edition, one bottle even sold on eBay for as much as $120 (retail for $20)
Clinique’s Black Honey lipstick, launched in 1971 has also achieved the ‘It’ status. It’s Clinique’s number-one selling lipstick. One unit is sold every two minutes, 852 are sold daily and 310,980 are sold each year.
‘It’ product in the skin care arena is even more difficult to create, skin care doesn’t show in photographs, and skin care products are supposed to be used for the long terms, so they can’t create instant buzz, they can only create ‘It’ ingredients which at the moment is antioxidants. Estee Lauder Night Repair can be considered an ‘It’ product. It was launched in 1982, and it was the first time a treatment product was patented. Now the product’s name changed to Advanced Night Repair.
La Mer’s 21-day treatment, The Essence, had ‘It’ characteristics, such as a high price tag – $2100, and an aura of exclusivity when it was introduced in 2004. Rather than selling at counter, it was presented to the brand’s best customers during one-on-one appointment. La prairie’s Radiance Pure Gold quickly sold out when it was just launched.
So what’s your experience with anything ‘It’? Have you ever bought something just because of its ‘It’ status? Do you think the “It” status translates to total satisfaction? I used the Estee Lauder Advanced Night Repair early last year, while I didn’t feel any differences in my skin at that time, I do see the differences now whenever I see pictures of me. My skin looked more healthy and definitely more plump…I know I have gotten older since then, but it’s only been a year…hmm maybe I should go back to using the product…