Brand loyalty and reputation
Multiple reviewers mention being existing SUM37 fans or having heard about the brand's mild, non-harsh formulation, which motivated their purchase of this specific set.
Gift-giving occasion
Several reviews explicitly state the product was purchased as a gift, noting the luxury packaging and prestigious brand positioning make it suitable for gifting.
Problem-solving (dry or irritated skin)
Consumers with dull, irritated, or dry skin purchased this product specifically to address these concerns, with several reporting it as their second purchase after initial success.
Set value and bundling
Reviewers mention the appeal of the special set format which includes the essence plus serum and cream, representing better value than purchasing separately.
Seasonal/weather-driven need
At least two reviewers specifically purchased for winter dryness, indicating seasonal purchasing patterns for moisturizing essences.