One (or few) word expression for products you don't know you need

I'd like to find a very simple, preferably one word (or few words) expression for products that you don't know you need until you see them. Examples are:

• electronic face cleanser
• sleep enhancing app
• the iPhone
• Nike+ sensor
• a Louis Vuitton handbag
• an open heart tourbillon watch

These products are great, but before you knew they existed you didn't think you needed them. Now that you are aware of them you need them.

I'm thinking awareness-dependent or marketing-driven, but these are not cutting it. Luxury doesn't necessarily apply either. Diamonds are a luxury but they don't need marketing, you know they exist and they are much like commodities.

What I'm looking for is something that describes that a product price has a big marketing content, but not in a negative way (i.e. not "crap you don't need").

Solution 1:

frippery noun showy or unnecessary ornament in architecture, dress, or language.

_{http://www.oxforddictionaries.com/definition/english/frippery}