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“Creating viral products has become less of a phenomenon in beauty and more of a full-fledged strategy. Brands like Taste Beauty with its Nickelodeon eyeshadow palette, Storybook Cosmetics with its “Mean Girls”-themed palette, and Morphe and Colourpop with influencer and Disney collaborations have been able to garner tremendous growth and earned media value as a result of viral products. However, having one viral product does not guarantee long-term success, said Conor Begley, co-founder and president of data analytics firm Tribe Dynamics.

“If it’s a product that is purely an internet phenomenon and doesn’t provide underlying value, it can be here and gone in a couple of months,” he said. “When it stands the test of time is if it shows up in [digital] content on a repeated basis for four months or longer.”