Discounted/sale pricing
Many reviewers explicitly mention buying because of Olive Young sale pricing, calling it a bargain or 'crazy cheap', which drove impulse and bulk multi-shade purchases.
Wide, flattering shade range
Buyers repeatedly note shades suit different personal color types (warm/cool, spring/summer/autumn/winter tones), encouraging purchase of multiple colors from the 12-color line.
Brand/franchise trust and repurchase
Several reviewers say they already own other 3CE lip products with no bad experiences ('no misses') or are repurchasing this exact product after running out.
Influencer/celebrity recommendation
Some Japanese reviewers cite buying because a specific influencer ('Mizukoshi-san') recommended it.
Gifting
A few reviews mention receiving it as a gift sample first and then buying, or purchasing it as a gift for others who liked the soft moist color.