Nostalgia isn’t just a feeling, it’s a powerful tool in branding. The best beauty brands know how to tap into memories, emotions and the past to build deep, lasting connections.
From retro packaging to throwback scents and Y2K-inspired launches, nostalgia makes people feel something – and feelings are what turn first-time buyers into loyal fans.
In this post, we’ll show you how to use nostalgia marketing to give your brand meaning, memorability and emotional impact.
Glossier
Glossier’s passport book lets customers collect exclusive stickers from each store, like travel stamps for your beauty journey. It taps into nostalgic sticker culture.
Lancôme
Lancôme’s juicy tube comeback into Y2K beauty nostalgia, think sparkle lips, flip phones, and teen magazine glam. It’s smart marketing that reviver feel-good memories.
Starface
Starface pride campaign mixes nostalgic fun with bold inclusivity, from twister-inspired games to rainbow star packaging. A perfect mix of purpose and play.
Colourpop
ColourPop taps straight into millennial memories with playful collabs that feel like your teenage bedroom, from Powerpuff Girls palettes to Lizzie McGuire lip glosses.
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Want your brand to spark memories and emotions? At the DLAB, we help you create products that people truly connect.