The Ordinary, renowned for its affordable skincare and radical transparency, is making waves with its latest bold campaign. In the heart of Soho, New York, the brand unveiled what it believes to be the true "secret ingredient" of the beauty industry: the money invested in celebrity endorsements. To drive this point home, they went big.
Since April 25, passersby on Broadway have been greeted by a striking window display: a pile of cash totaling $10 million, carefully guarded by a security guard. Next to this mountain of money, a direct message reads: "The Secret Ingredient." In simple terms, it’s the exorbitant cost a brand may have to pass on to consumers to afford the backing of a celebrity.
This visual stunt, orchestrated by Uncommon Creative Studio, shines a light on the practices of the cosmetics industry, where A-list celebrity endorsements can cause prices to skyrocket by 30 to 100%. Some celebrities even demand up to $10 million for a single sponsored Instagram post.
The campaign serves as a critique of a system that The Ordinary has consistently sought to challenge. From its inception, the brand has strayed from the glitzy world of celebrity endorsements. Instead, its focus has been on science, product composition, and ultra-competitive prices. This recent move in New York amplifies that message: why should consumers pay more for a product simply because it’s promoted by a celebrity?
Amy Bi, Vice President of Brand at The Ordinary, explains the initiative: "We want to encourage the industry to rethink the value of marketing and remind consumers that our priority is science, not fame."
Alongside the installation, the brand launched "The Secret Ingredient Store," an immersive pop-up open from April 25 to 27, offering personalized skin analyses, free samples, and advice without the usual marketing gloss.
In an era where influencers and celebrities heavily influence purchasing decisions, The Ordinary dares to ask the uncomfortable question: what are we really paying for when we buy a product endorsed by a star? Through this display, the brand is not just sending a message; it's making a political statement in an industry where authenticity and accessibility have become key selling points.
The campaign has already sparked widespread discussion on social media, garnering positive feedback from consumers fatigued by traditional marketing tactics.
By exposing the hidden cost of glamour, The Ordinary reinforces its commitment to making beauty accessible to all, focusing on the quality of its formulas and transparency, rather than relying on the fleeting shine of celebrity endorsements.
