ColourPop is a fairly young cosmetics brand based in Los Angeles. Eyeshadow palette is their signature product. Operating mainly online, the brand gained a lot of popularity through good marketing strategies on social media and collaboration with celebrities. Their eye shadow palette has the visceral appeal as there is diversity in colors and themes, and their high-frequency launching of new products keeps the brand interesting. When customers have a low expectation with this relatively cheap palette, they deliver decent products that exceed the expectation.