Chekov's Spell -- This spell has a two-fold effect. The first is to make the target item almost-unnoticeable to anyone not specifically looking for it. The second is that someone who has seen the item will remember it when they encounter a situation that would be perfectly solved by use of said item.
Believable magic, like ordinary physicis, operates according to some invariable laws that always result in some kind of cost or "bounce back". The grater the magic, the more it should cost the character physically, emotionally, and spiritually.