Bundle value with refill and ampoule
Many buyers cite the set price (cushion + refill + Dermatory ampoule + mini gifts) as extremely good value, often calling it 'too cheap for what you get' or noting it was cheaper with sale coupons.
Repeat/loyalty purchase
A large share of reviewers explicitly state this is their 2nd–10th repurchase or that they have used the Kill Cover line for years, indicating strong brand loyalty and low churn risk.
Packaging and collaboration design
Special-edition packaging (Royal edition, traditional Korean butterfly/mother-of-pearl motifs) drove purchases independent of the formula, with several buyers admitting they bought mainly for the case.
Word of mouth / social proof
Reviewers mention buying because of SNS buzz, friend recommendations, or wanting to try a 'hyped' cushion after reading many positive reviews online.
Discount/sale pricing
Numerous Japanese and Chinese-language reviews specifically mention buying because of a steep sale price, sometimes calling the deal 'a bug' it was so cheap.