I know you know what a mind worm is. Maybe you saw something on Temptalia, maybe it was on a favorite blogs, maybe it was in a magazine. The source doesn't matter, the brain crevice embedding effect is still the same.
First it creeps up on you. Second, you start wondering if you need it. Third, you decide you don't but every other day or so you might be looking at online swatches again. Slowly it's all you can think about. Your heart pounds as you try to make the " buy or not buy" decision. 3AM in the morning, you jerk wide awake and start googling reviews. JUST. ONE. MORE. REVIEW...ZZZZZ.
That product, that your consciousness has got a death grip on, has become a mind worm.