Marketing Strategy Of The Ordinary

Welcome, beauty enthusiasts, to the radiant universe of DECIEM, an umbrella that graciously shelters extraordinary beauty brands like NIOD, Hylamide, and The Ordinary.

In the ever-evolving landscape of skincare, DECIEM stands as a humble yet vibrant entity, beckoning beauty aficionados to embark on a thrilling odyssey of self-care and transformation. We as a  top beauty marketing agency, are curious to know their strategy, are you?

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Influencer Magnetism: A Viral Symphony on Social Media

In the era of influencers dominating platforms like YouTube and TikTok, The Ordinary’s success is intertwined with the power of influencers. The brand’s complex product names find clarity through a multitude of social media videos. 


Skincare enthusiasts, armed with chemistry degrees, unravel the mysteries of The Ordinary’s formulations, creating a vast library of educational content. The brand’s reliance on influencers reflects a shift in power from traditional marketing to the trusted voices of influencers.


The Ordinary’s marketing strategy is a symphony of authenticity, affordability, inclusivity, and influencer collaboration. As the skincare industry undergoes a paradigm shift, The Ordinary stands as a beacon of success, proving that a genuine connection with consumers and a commitment to value resonate louder than the traditional bells and whistles of luxury branding.

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Value Redefined: The Ordinary Equation for Affordability

The late Brandon Truaxe, co-founder of Deciem, recognized the gap between ingredient costs and skincare product prices. The Ordinary disrupted the industry by offering premium-quality skincare without the hefty markups. Most products boast a price tag under $10, making them more affordable than many drugstore alternatives. This value-driven approach echoes the success of brands like Warby Parker, proving that offering a superior product at an accessible price is a winning formula.

In an era where consumers prioritize value for money, The Ordinary’s affordability resonates deeply. Recognizing the financial struggles of many consumers, the brand provides an alternative that doesn’t compromise on quality. In a landscape where price-conscious retailers thrive, The Ordinary’s strategy aligns with the evolving needs of a value-seeking audience.

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The Power of Authenticity: A Clear View Beyond the Ordinary

At the heart of The Ordinary’s triumph lies authenticity. The brand shatters industry norms with straightforward product names, resembling something out of a chemistry book. While other skincare brands relied on elusive, luxury branding, The Ordinary embraced transparency. 

The focus shifted from marketing gimmicks to a clear presentation of ingredients, challenging industry opacity. By providing consumers with honest information, The Ordinary builds trust and credibility, fostering a genuine connection with its audience.

Pilgrim also came up with an interesting marketing campaign of “Pilgrim ne dhoond nikale”.

Learn more about marketing strategies for skin care and beauty brands.


Promoting skincare brands on social media can be quite challenging, but with the right strategies, you will be able to drive instant results. DECIEM’s marketing strategy unfolds as a dance between humility and innovation. Unfazed by the ebb and flow of praise and criticism, the brand stands as a testament to the belief that beauty is a subjective journey. The accolades, ranging from “The most thrilling thing to happen to skincare” to the status of “The hottest beauty company right now,” are not mere titles but reflections of a bold approach to redefining standards.

We as a cosmetic marketing agency think that the convergence of celebrity endorsements, inclusivity, and community-building emerges as a powerful formula for resonating with the contemporary beauty consumer.

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