After an unsuccessful first launch, Jaclyn Hill finally introduced her second makeup collection under her namesake brand on November 26.
The collection consisted of a range of highlighters, including a Flash and Flare palette along with Mood Light and Beaming Light powders.
While some doubted whether Jaclyn could bounce back from "lipstick gate" (customers received contaminated products with unknown fibers, holes and plastic balls embedded in the bullets), the 29-year-old proved her critics wrong and announced that the entire collection had promptly sold out in one day.
However, after Jaclyn announced a restock of the entire highlighter collection on December 5, the Internet is questioning how it's possible to re-release something that allegedly sold out just over a week ago.
In comparison, after their sell-out Conspiracy palette, Jeffree Star and Shane Dawson announced that a full restock of the collection would take two to three months and wouldn't be available for purchase until early 2020.
So it's understandable that fans are questioning how Jaclyn has seemingly managed to manufacture more units in such a short period of time. However, it should be noted that Jaclyn is not the only brand to use this method.
Kylie Cosmetics is just one of the other brands that follow this "sell-out" followed by a quick "restock" strategy as it builds hype around the launch and encourages consumers to make an immediate purchase.
However, fans were quick to attack Jaclyn after she announced her restock.
"It doesn’t make sense she’s restocking so soon... that was smart though, put small quantities to make people think she sold out and then restocking a week after!" one user wrote.
"Wasn’t this 'limited edition' collection 'sold out'? So how does something launch (November 26), “sell out” in a day but have stock to be in almost 40 Morphe stores plus be available online? Weren’t these products 'LIMITED'”? another tweeted.
"Why do you constantly mislead your customers @Jaclynhill? You were limited/sold out, now suddenly you're stocked up to be in Morphe. You're dishonest and treat your fans like they're idiots. Why do you do that? Is the mass irritation and bad publicity worth it? Serious question." asked another.
While drama channel Sebastian Williams tweeted, "wait, so you SOLD out... but somehow within a two-week time frame, you have a full restock in-store and online? What?"
With makeup sales declining and customers wanting more transparency from brands, maybe the "sell-out" strategy needs rethinking.
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This article originally appeared on Cosmopolitan.com/uk. Minor edits have been made by the Cosmo.ph editors.
