Effective Tips To Avoid FOMO When Buying Cosmetics, Test Before Buying

Illustration of choosing cosmetics (Freepik/bearphotos)

JAKARTA - In a very competitive cosmetic industry, the right strategy is very important to attract consumer attention and maintain their loyalty.

One of the increasingly encouraged strategies is to focus on consumer needs, which not only includes products sold, but also a comprehensive shopping experience.

Christopher Madim, Co-Founder & CEO of Social Bella, stressed the importance of focusing on consumer needs, not just on the products offered.

"Focus on customer needs. Not only products. Sociolla is just online, we'll see the products. Many stakeholders or brands want customers to get the best information," said Christopher, when met at ParkRoyal Serviced Suites, Thamrin, Central Jakarta on Thursday, January 23, 2025.

According to him, technology startups like Sociolla are trying to change the perspective of consumers, but sometimes this change cannot be immediately accepted.

"We can make sure, a lot of talking about technology startups focuses on wanting to change the perspective. Sometimes people think differently," he added.

Since its establishment in 2015, Social Bella has been trying to provide added value to customers, especially in terms of product prices and experiments.

"Starting from 2015, we changed and the customer got value, especially if we get cheap products, how is the experiment," he explained.

However, despite focusing on online platforms, Christopher insists offline experiences remain important.

"Not only online, but there is something offline to focus on. Offline if not experience is incomplete. We try a combination that will change, will it change. We understand how the combination, has changed or not," he said.

In running a business, Christopher is also aware of the phenomenon of FOMO (fear of missing out) among consumers. Many consumers are affected by the trend without thinking.

"If something develops, it's normal. There are many FOMO customers, they ignore it. They don't think long, but we avoid it. Many unscrupulous people are responsible for us to avoid it," he said.

As part of consumer education, Sociolla launched a campaign encouraging consumers to try out products in stores first before buying them online.

"For example, we launched a campaign to try goods to the store first. Look at the social media trend of TikTok trying to buy good products, it's not necessarily suitable. After buying, don't buy large sizes first," he added.

Education is also an important part of Social Bella's strategy, especially regarding ingredients in beauty products. Christopher stressed the importance of providing precise information about active ingredients such as retinol and vitamin C, as well as its benefits for the skin.

"We try to educate with a review, for example, ingredients. We want skin to be young and bright. We need to be aware of this, there are several segmentations. We want to buy there, customer beauty products. We have an obligation to provide education and value with our products," he concluded.