Scarcity Marketing, and how Skims nailed it

Louisa Olafuyi
Jan 28, 2020 · 3 min read

Scarcity marketing is based on the psychological principle of persuasion, coined by Dr. Robert Cialdini. It means that the rarer or more difficult it is to obtain a product, the more valuable it becomes to us and the more likely we are to buy it, and fast. Unavailability is just one of the tactics that fall into scarcity marketing.

FOMO — The Fear of Missing Out 👀