Search #empties on Instagram and you’ll be bombarded with somewhat identical looking flat lays featuring empty bottles. Try a You Tube search and it will bring up almost a million videos detailing empty bottles alone. So, what is this phenomenon and why can the Internet not get enough of it?
According to consumer psychology, polishing off beauty products and toiletries can see many overcome with a sense of victory. While it may not be conquering Everest, there’s a lot to be said for finishing off something, particularly for those who are chronic over-buyers.
By trade, bloggers and vloggers are classic over-buyers. Whether they’ve been gifted or purchased off their own accord, they accumulate an overabundance of products all with the intention of trying, hence why finishing a product is understandably a feat.
However, there’s more to the ‘empties’ buzz than the sheer satisfaction of getting to the end of a bottle - it’s about virtue. In today’s society where there’s a new hot product on shelf just about every week and then an even hotter version the next, we get bored easily. We constantly want to get our hands on the latest innovation or trend making waves, therefore when you actually stick to something it must be pretty damn good – there must be some integrity to it right?
When a blogger of all people who has no shortage of products at arm’s reach, finishes something it’s a testament to its worth – a seal of approval or blessing per se, to go nab the standout product for yourself.
Empties videos are a more personal continuation of ‘unboxing’ videos (we know…just when you thought you finally got it). But, they have more authenticity and practicality to them and we can’t get enough.
(Pictured: Shaaanxo dishes on the products she's throwing away and the empties she's keeping)