The growing popularity of Buy Now Pay Later (BNPL) schemes and instalment-based payment options has changed how consumers access beauty and personal care services. While these payment models appear to offer flexibility and affordability, they also raise concerns involving aggressive sales tactics, consumer psychology, and long-term financial commitment.
In some beauty and wellness centre, sales strategies are designed to create urgency through time-limited offers, exclusive packages, and persuasive consultations. Consumers may feel pressured to make immediate decisions, even when they initially express hesitation. This pressure is often subtle rather than direct, relying on psychological cues such as claims that a deal is “once in a lifetime” or that missing it means losing valuable benefits. As a result, consumers may not always make fully informed or rational decisions.
BNPL platforms such as SPayLater and Atome further amplify this issue by breaking large payments into smaller monthly instalments. While this makes purchases appear more manageable, it can also mask the true financial burden. Many consumers may not fully consider the total repayment amount, including fees or long-term commitments, leading to unexpected financial strain.
Ultimately, businesses should ensure clear pricing, honest communication, and ethical sales practices. Consumers, on the other hand, should take time before committing, request full written terms, and clarify refund and cancellation policies.
The National Consumer Complaints Centre (NCCC) also plays an important role as a support channel, offering guidance and referring complaints to relevant authorities, making it a useful first point of contact for resolving consumer disputes.
In conclusion, the rise of BNPL and aggressive sales strategies highlights the need to balance commercial innovation with consumer protection. Convenience should never come at the expense of informed decision-making and financial well-being.
Nursyahirah binti Zamrus
National Consumer Complaints Centre (NCCC)