“This is the amount of money we would have to add to the price of our products if we paid for the support of celebrities”

It is the message that has accompanied the mountain of bills that the cosmetic brand The ordinary He showed last week in the center of New York. A new marketing campaign, devised by the creative agency UNCOMMON, with which the firm has sought to continue making its allegation in favor of transparency in the beauty industry.

Under the title “The Secret Ingredient” (The secret ingredient), the brand created a Pop-Up store in the Soho neighborhood between April 25 and 27. The objective has been to show consumers the impact of influence marketing In the price of the products starting from the idea, as the brand expresses, that “the secret ingredient of beauty is your money.”

There the users have been able to contemplate a mountain of tickets, which emulated the design of the dollars, but that included, among other things, the brand logo and an image of their product. Has also been able to access a skin analysis, personalized treatment and product samples Until exhaustion.

Activation has also expressed how much products would increase If The Ordinary will have a promotion by celebrities. He points out, for example, that its hyaluronic acid would cost 61% more, while the niacinamide would take 102%. That would considerably increase the prices to which the brand, 9.90 and $ 6, respectively.

The brand indicates, however, that the figures involve an approximation, calculated from a Estimation of the Cost of Promotion by a great famous figure in a great campaign and how it would impact its costs and, therefore, on the price of its products. He also warns that there can always be nuances at the cost of Pricing products and strategies, so the figures illustrate the cost that a celebrity could have.

The brand has amplified the action with publications on social networks. “TOLugo brands pay up to 10 million dollars for a celebrity to promote its products, which can increase the price of yours“He explained next to the videos and photographs.”We believe that the best product recommendations come from you, our community”

With this artistic visual representation, The Ordinary continues to build its positioning around authenticity and transparency, And he moves his philosophy that his marketing budget is better invested in the use of higher quality ingredients and in the investigation of the latest innovations.
“While the brand recognizes the value of celebrities, it believes that they should not contribute to the increase in prices of essential skin care products”, Said the brand in a statement, according to Hypebae.

“Most people do not realize how expensive this ‘ingredient’ can be”, Commented Amy Bi, brand vice president of The Ordinary, according to the aforementioned medium.”Therefore, we show it in the most visceral way possible. We are excited to give life to this and challenge the industry to rethink the value of marketing”

The action has received the positive valuations from consumers, which to the brand publications have responded with praises towards their product. “Your products speak for themselves“,”Real products for real people with real science behind“, either “Do not need celebrity promotion, your product is fabulous”, Are some of the comments that can be read.