The Ordinary has taken the beauty world by storm, leveraging an unconventional marketing strategy that has disrupted traditional norms in the cosmetics industry. Produced by The Abnormal Beauty Company (DCCIM), this brand has a unique approach that makes it stand out. Let’s dive into some key factors that have contributed to its success and discuss what we can learn from them.

1. Simplicity in Packaging and Messaging

The Ordinary’s slogan, “Simple solutions for everyday needs,” is a reflection of its overall philosophy. It provides high-quality products without the frills and complexities commonly seen in the beauty industry. The minimalist packaging, which might seem basic at first glance, actually attracts a younger, more discerning audience that values transparency and simplicity.

2. Clear Product and Sales Focus

The brand’s emphasis on clarity is apparent not only in its packaging but also in its communication and marketing strategies. Each product has a clear purpose, allowing customers to make informed decisions without the need for complicated jargon. This focus on honesty and straightforwardness resonates deeply with consumers.

3. Unconventional Marketing Strategy

The Ordinary’s marketing strategy is as simple as it is disruptive. Instead of bombarding customers with traditional advertising, they make use of every material in their products, ensuring that nothing goes to waste. Additionally, they harness the power of artificial intelligence to provide online consultations, offering customers personalized skincare routines. This is a major shift from selling individual products to selling customized skincare packs tailored to customer needs.

4. Optimized Use of Social Media and Influencers

Social media plays a significant role in The Ordinary’s marketing, with influencers and everyday users alike advertising its products organically. By making beauty accessible, they have created a movement where “beauty is being produced” by the users themselves. The simplicity and effectiveness of their products have fueled word-of-mouth marketing, making them a sensation in both mainstream and niche markets.

5. Focus on Genuineness and Affordability

Unlike many beauty brands that emphasize glamour and shine, The Ordinary focuses on being genuine. It provides affordable luxury, delivering high-quality products at reasonable prices. While their products are top tier in quality, the prices remain approachable, making high-end skincare accessible to a wider audience.

6. Education as a Core Element

One of the crucial factors behind The Ordinary’s success is its commitment to educating consumers. Every marketing campaign is designed to teach customers how to use their products effectively. This empowers customers and builds trust, as The Ordinary positions itself as a brand that cares about helping people understand their skincare needs rather than just selling products.