What psychological triggers work best for cosmetics buyers?

As a beauty and cosmetics e-commerce store owner, I've been wrestling with understanding what truly motivates my customers to hit that 'Buy Now' button. I'm seeing decent traffic from Instagram and beauty influencer campaigns, but my conversion rates are frustratingly inconsistent. Some days, customers scroll endlessly through product pages, and other days, they make instant purchases. I know beauty is deeply emotional—it's not just about the product, but about how it makes someone feel. I've tried generic discount codes and flashy banners, but they feel impersonal. I'm looking for psychological strategies that tap into genuine desire, not just temporary price reductions. My ideal approach would create a sense of exclusivity, address specific customer anxieties, and make each visitor feel uniquely understood. I want to transform browsers into buyers by speaking directly to their deepest beauty aspirations and insecurities, without coming across as manipulative or desperate.