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.

When Coca-Cola brought back '90s favourite Surge, it sold out online within hours. And it's not the only 'revival brand' that's been brought back due to nostalgic consumer demand. But what makes a brand re-issue a discontinued product? And what's driving Gen Y's nostalgia trip?

While Sex and The City may have seemed revolutionary for its time, dated references – sexist or racist jibes – mean the show has not aged particularly well. But fans aren’t willing to give up on it, and have created a revisionist 'Woke Charlotte' meme to acknowledge these issues with humour.

Whether it’s Secret Cinema taking people Back to the Future, or the revival of classic shows like Twin Peaks, the promise of a nostalgic experience is a big consumer draw. Andrew Abeyta, who studies the psychology of nostalgia, explains to Canvas8 how reflecting on the past can affect us today.