Authenticity means by unapologetically me. In the skincare and makeup world, if that means wearing a full face of makeup or not wearing makeup at all, authenticity is whatever feels true to my sense of self.

In order to create FOMO, I would create a sense of urgency to the products. For example, I would put a deadline on a sale that She Biology is having so that the customer feels that they must purchase the item as soon as they can for fear of missing out on a discounted price. Additionally, i would use scarcity to the company's advantage. This can be done by communicating with the customer that only a certain amount of products at a given time will be made, thus prompting them to purchase the product sooner. In order to generate social proof, I would interview one or two people who have purchased the product and include their testimonials in the front pages of the website. This drives traffic towards the brand making it so that potential customers would be more prone to buy the product. Moreover, we could take advantage of influencer marketing by paying an influencer to advertise our product. This will draw attention to the product hence potentially increasing sales.

I would consider the negative review and see if what the customer dislikes about the product is a valid criticism. If so, I will investigate ways in which the product can be improved.