Birthstone/birth-month concept
Many buyers purchased the shade matching their own birth month or a loved one's, describing it as having sentimental or 'lucky charm' value.
Influencer and media exposure
Several reviewers cite seeing the product used by a K-drama makeup artist (Just Makeup TV series), celebrity Nayeon's fwee event, or influencers like happyrim as the reason for purchase.
Repeat purchase / shade collecting
A large number of reviewers already own multiple shades and buy additional colors specifically to complete the 10-12 color set, citing the different colored cases as motivating collection.
Gifting
Reviewers frequently bought it as a birthday or friend gift, citing the cute packaging and personalized birth-month concept as ideal gift qualities.
Sale/price value
Several Japanese and Korean reviewers mention buying during an Olive Young sale, noting it was cheaper than other retailers (e.g., Qoo10) and a good deal.