Brand hype / social media virality
Multiple reviewers mention buying because the color or brand went viral on Twitter/Instagram/TikTok or was recommended by influencers and color-diagnosis consultants.
Repurchase / brand loyalty
A very large share of reviews explicitly state 'repurchase' or 'this is my Nth tube,' showing strong repeat-buy behavior once customers try the formula.
Sales, bundles, and free gifts
Many purchases were driven by Olive Young sales, coupons, and the bundled mini balm/keychain gift, which reviewers describe as a major value driver.
Wide shade range
Reviewers frequently cite the 50-color range and want to 'collect them all,' buying multiple shades to match different skin tones and seasons.
Gifting
Several reviews mention buying the tint or set as a gift for mothers, sisters, or friends due to its cute packaging and reputation.