In a saturated skincare market dominated by high-end luxury brands and over-the-counter staples, The Ordinary has carved out a unique niche. But this is not only because of their unique product offerings… The brand’s rapid success can be accredited to its savvy marketing strategy. Read on to find out how The Ordinary is disrupting the industry.
The Ordinary’s Vision: The Law of the Category
At the core of The Ordinary’s philosophy is a commitment to "clinical formulations with integrity." The brand strips away the unnecessary frills and glamour often associated with skincare, focusing instead on high-quality, scientifically-backed ingredients. Each product is named after its key active components, such as Niacinamide 10% + Zinc 1% or Hyaluronic Acid 2% + B5, demystifying skincare for consumers and emphasising efficacy over extravagance.
Building a business in the beauty industry can be challenging to gain market attention due to the high competition, consumer trust and distribution channels. However, The Ordinary has effectively created a new category against its competitors: affordable, transparent, and science-driven skincare.
By challenging conventional ideas and redefining consumer expectations, The Ordinary has inspired a wave of imitators and competitors seeking to replicate its success. However, the brand’s commitment to its principles - clinical formulations, integrity, and accessibility - remains strong, ensuring its continued relevance and leadership in the evolving skincare landscape.
The Power of Simplicity: How Transparency and Education Became a Marketing Strategy
Transparency and education are two pillars of The Ordinary’s marketing strategy. The brand is committed to equipping consumers with comprehensive information to empower their skincare choices. They meticulously demystify the science behind each product, explaining ingredient benefits in clear, accessible terms.
The Ordinary distinguishes itself right from the start with its approach to product naming and packaging. While many skincare brands opt for elaborate names and intricate packaging, The Ordinary embraces minimalism. Their product names are clear and descriptive, ensuring consumers know exactly what they’re buying. This simplicity carries over to their packaging, which is sleek and practical, highlighting the brand’s dedication to providing straightforward skincare solutions without unnecessary embellishments.
Through detailed product descriptions, ingredient lists, and usage guidelines on their website, the brand simplifies complex skincare science. Their social media channels are rich with informative content, including tutorials, ingredient spotlights, and expert Q&A sessions. This educational approach not only positions The Ordinary as a trustworthy authority, but also fosters an engaged and informed customer base.
Staying True to Brand Identity: The Ordinary's Path to Skincare Revolution
The brand’s recent billboard campaign reinforced its brand values and messaging with an outdoor campaign celebrating scientists over celebrities. What makes this advertisement particularly brilliant is its emphasis on the ingredients and scientific formulations inside their products, a distinctive approach that sets them apart in the skincare industry. This is a bold move that aligns perfectly with their brand ethos of prioritising substance over superficiality.
The monochromatic colour palette used in the ad not only reinforces the brand’s identity but also contributes to its clean and minimalist aesthetic, resonating well with current wellness trends that advocate for simplicity in beauty routines. This understated, yet impactful, visual presentation underpins The Ordinary’s commitment to transparency and efficacy, making it a standout in a landscape often dominated by flashy marketing and endorsements.
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So, what key lessons can we take from The Ordinary?
Well, other than providing expertise about all things skincare, The Ordinary also teaches us about the significance of staying true to your brand identity. The brand demonstrates that simplicity has allowed them to change the game, cutting through the noise and connecting with their target audience on a deeper level. By focusing on the core value proposition of your business offerings and delivering it with transparency and accessibility, brands can build trust, loyalty, and long-term success.
The Ordinary’s journey also highlights the importance of authenticity and staying true to your brand’s values. By being transparent and educational, The Ordinary has created a community of loyal customers who not only trust the brand but also actively promote and advocate for it.
It’s safe to say that The Ordinary isn't so ordinary after all, revolutionising the skincare industry with its transparent, educational, and consumer-centric approach. By prioritising integrity, affordability, and authenticity, the brand has built a loyal following and set a new standard for what consumers expect from skincare. As The Ordinary continues to innovate and expand, it remains a compelling example of how a thoughtful and transparent marketing strategy can drive success in a competitive market.
Defining values and making sure they are alive in your organisation is a crucial step in ensuring that everyone is working towards achieving your brand purpose. To define and refine your brand purpose effectively, conducting a brand audit is essential. Download our full brand audit guide for free here.