When it comes to branding, The Ordinary has broken all the rules for skin care products. There were no celebrity-driven campaigns selling lifestyles, not products, or fancy packaging with vague descriptions of ingredients.
Instead, the Canadian company maintained a simple, functional esthetic with a scientific edge, allowing customers to select each element of skin care to suit their individual needs. It was revolutionary and certainly risky when it launched in 2016, but its leaders committed and are now celebrated.
“The initial reaction to The Ordinary was very skeptical,” says Nicola Kilner, CEO and co-founder of The Ordinary at DECIEM. “People were intrigued by the very scientific, pharmacy-like design of our product, but when we pitched it to some big retailers, they wondered if it would fail. , thought it would fade away among its competitors.
“We were initially apprehensive about the science-backed skincare, minimalist packaging and aesthetic approach, but in the end we were pleased that it turned out to be sophisticated and actually quite unique. I found it,” she says. CEO magazine.
education is key
As a brand, The Ordinary had a clear mission. It is to highlight the lack of honesty regarding pricing and communication in the beauty world. Products will also be gender-neutral and accessible to all. And this honest and transparent approach has resonated with consumers.
Kilner and her team knew that education was key, as this was the new way of working and customers would take time to understand the message and spirit.
“We wanted our viewers to feel well educated, but also to give them the tools to make informed decisions about the materials they need.”
“As a science-first brand, it was important to us to lead in education. We also wanted them to have the tools to make more informed decisions,” explains Kilner.
“Our website and Instagram page are full of education on ingredients and guidance on how to incorporate our products into your regimen. , it has been well received.”
Education continues through social channels, websites, and in-person stores and distributors. Products are sold worldwide through the website and through retail partnerships he can be purchased in 45 countries.
be a change
Not only has The Ordinary benefited its customers, it has revolutionized the industry, with more brands now offering a transparent and customizable approach. Kilner says he’s thrilled that others have seen its success and followed suit.
“We have taken steps to democratize the beauty industry, make quality products available to everyone, and show that price should not be considered a reflection of efficacy,” she said. say.
“The fact that other brands are following suit shows that the way brands communicate with their audience is changing. It’s heartwarming to see.”
“It’s heartwarming to see our intentions being embraced and being the driving force behind change in the beauty industry.”
In 2021, The Estée Lauder Companies announced that it would increase its investment and stake in Deciem Beauty Group, the parent company of The Ordinary, valued at US$2.2 billion.
There is no doubt that the way consumers purchase skin care products has changed over the past decade. That has changed with a noticeable increase in customer-indicated knowledge and research, and a generational shift in appetite for younger consumers who want to know exactly how a product is made and how it is made. What are the benefits?
“Having the ability to pick up a product, take a look at the ingredient list, and feel that you know what that particular product can do for you is empowering,” says Kilner. “The power of social media also makes it possible to explore and study the functions of ingredients and targets of concern.
“Our social media team will answer all your social media questions, DM or not. [direct messages] and comments help direct viewers to the products they are looking for. Not only does this provide further education, it also builds a community where you feel heard and valued. “
The company sells products every second around the world, so they obviously do.
With a higher concentration of active ingredients than some premium brands, The Ordinary could easily have used this as a reason to sell at a higher price point, but this goes against the spirit of the brand.
“We have set out on a mission to democratize skincare and make quality skincare accessible to everyone. That is why it is so important to us to offer quality skincare at an honest price. It was,” says Kilner.
“With multifaceted formulas, it is often difficult for consumers to know which ingredients their skin is benefiting from. Concerns can be targeted, or ingredients can be thrown in according to the season.
“Because of the affordable price range, you also get a wealth of information about such ingredients, so you can explore. You can experiment with proportions.”
While it used to seem like customers weren’t trusted to experiment and find the skin care routine that worked best for them, The Ordinary gives everyone the right to access specialty products and find what works best for them. I took the position that there is
“Our transparent approach is woven throughout our business.”
One of the key products that revolutionized the way skin care is talked about and used was hyaluronic acid.
Before “The Ordinary” started, hyaluronic acid wasn’t a common term in product naming and marketing, but it’s now considered a hero ingredient and generally something to shout about.
“When we took the lead with this product and started educating consumers about its benefits, other companies followed suit,” says Kilner. “Nowadays, the average customer is familiar with the term and its function in skin care products. , touted for its benefits over body care.
“Hyaluronic acid has been an essential ingredient in skin care for many years, but searches are skyrocketing as consumers become more familiar with the ingredient.”
Transparency and honesty have allowed the company to garner a devoted fan base around the world. Kilner knows how important it is to stick to principles everywhere.
“Our transparent approach is woven throughout our business,” she says. “For example, our sustainability page claims that while we may never be a sustainable beauty company, we are working hard to do everything we can to be as sustainable as possible. .
“Embracing clear consumer language and brand trust has helped our brand grow. Having a community of passionate supporters is something we really appreciate. That’s it.”