When much-loved cosmetic products are discontinued, customers with an attachment to them can feel personally aggrieved. Big brands are tapping into the wave of 90s nostalgia that has taken the beauty world by storm to reoffer iconic products as a way of building brand loyalty.

After the launch of an Instagram account and a website,The Facehas published its first print magazine since 2004. Fuelled by '90s nostalgia, people want magazines that give them the inside track on culture, while also looking and feeling beautiful enough to covet.

For the 40th anniversary of the Walkman, Sony has launched an experiential event in Tokyo, allowing passers-by to try out the devices they’ve released over the years. People value emotional connections to their products, and anniversary events can spark happy memories and build brand loyalty.

With a plethora of digital services available to enjoy, people are spoilt for choice. Given this, how can digital platforms harness behavioural science to better promote loyalty? Canvas8 spoke to Milena Bursztyn, MBA candidate at the Chicago Booth School of Business, to find out.