Word-of-mouth/brand reputation
Many reviewers say they bought it because it was 'recommended by a lot of people' or because they already trust 2aN's highlighter line and wanted another shade.
Shade variety and collecting
The 15-color range drives repeat and multi-shade purchases, with numerous reviewers stating they are 'collecting all colors' or buying a new color after loving a previous one.
Affordable price for perceived quality
Several reviews explicitly call out great value for the price ('this quality at this price is amazing'), positioning it as an accessible prestige-like product.
Curiosity about unique/unusual shades
Unconventional tones (blue, purple, yellow, coral) attracted buyers looking for something different from typical pink/white highlighters.
Gifting
Multiple reviewers purchased the product as a gift for friends, citing the cute packaging and easy-to-love color payoff.