Anyone who stays up to date on the newest skincare brands knows that The Ordinary has maintained its spot in the routines of millions since its founding in 2016. The straightforward marketing along with the simple product design sets the brand apart from its more flashy competitors, but it seems like the company isn’t above a promotional stunt after all. For the weekend of March 22, the brand added a new product to its shelves: eggs.
While eggs are known to have some benefits when used as skincare, it doesn’t seem like The Ordinary was heading in that direction with their new product. Many United States citizens have seen egg prices skyrocket in the past couple months, partially due to the avian flu outbreak that causes hens to produce abnormal eggs. The Ordinary seized the opportunity to do a limited-time marketing stunt by putting $3.37 dozens in two of their Manhattan locations, where neighboring grocery stores carry the same amount for double or triple the price.
Controversy
Unsurprisingly, people had things to say. The main point of confusion for many critics is the fact that a brand that sells its cruelty-free, vegan products is doing a campaign with an animal product. This caused many to call out the hypocrisy of the company and consider boycotting.
Another critique by journalist Scarlett Newman was the choice to put the affordably-priced eggs in an area with more affluent people. “If they really want to help put these eggs in lower-income areas like the Bronx,” says Newman. While the sentiment is genuine, a quick search online finds that The Ordinary doesn’t have any independent locations outside of Manhattan in the New York City area.
Although the company framed the promotion as a way of helping New Yorkers, people saw through the brand’s motive quickly. Some pointed out that the brand wouldn’t make the campaign a limited-time thing for a perpetual problem. It’s not surprising that this campaign was just to get people talking, though, since The Ordinary partnered with art collective MSCHF, known not for its community building, but for its head-turning stunts.
Whether The Ordinary was really trying to help or just get people talking, people are talking about them now more than they have in a while. It truly was a unique promotion and set them apart from their beauty industry competitors.
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