How long is too long for cosmetics to be called NEW?

Hi guys,

So I'm sitting here wasting some time doing very productive "research" to see what's new on the Ulta website. I do this every week month or so with most of the major U.S. stores and brands so I've seen 90% of the stuff before some of the things that are listed in the "New Arrivals" section of the website have been in stores for 1-2 years and others aren't in the section and have only been around for weeks!