The elusive hero product. Some brands laud its power to move markets, cement lifelong fans, and build buzz without hesitation. Others see it as a challenge, a prompt to make something better and even more in line with the consumer’s evolving wants. And yet another approach to the hero product has seen recent popularity. Enter: the supersizing effect.Travel sachets and TSA-approved versions have their charms, but there’s something assertive about turning a bestseller into a bigger version of itself. It signals confidence to the consumer, creates value for the shopper that’s comparing price per ounce, and, in some cases, can be a play toward more sustainable packaging.An Ulta Beauty spokesperson had this to say about their diverse assortment of jumbos from brands ranging from skincare to haircare: “The assortment allows our guests to stock up and save on their favorites that are non-negotiables in their beauty routines, without having to replace them for months to come, while brands that offer a larger size of their best-selling products are able to build brand and product loyalty within their existing fan base.”Larger sizes are merchandised alongside the rest of a brand’s offerings, at least at Ulta. Their bi-annual Jumbo Love Event was born out of a celebration of upgraded offerings from brands like Kiehl’s, Redken, and Briogeo. During this three-week event, guests shop even lower prices on jumbo-sized products.