The Ordinary recently launched a pop-up in Manhattan with a 10 million dollar pile of fake dollars to spotlight the cost of celebrity-endorsed skincare.
The brand argued that this hidden cost is passed to consumers and illustrates the point with outdoor ads, social posts and influencer support.
“Whilst we acknowledge that promoting products with celebrity ambassadors can add value to beauty brands, most people don’t realise just how expensive this ‘ingredient’ can be, so we’ve decided to show them in the most visceral way possible,” a brand spokesperson said.
The brand has spotlighted this issue in past campaigns, and this marks the latest in a series of bold activations with Uncommon Creative Studio, all designed to set The Ordinary apart in the skincare and beauty industry.
“We like to be very transparent, direct, clear, and human. We always question, 'But what does the science say?’ and we lead with that message,” chief brand officer Dionne Lois Cullen stated in a recent interview. “We’re also very open. We basically tell our consumers everything, and it’s actually a very peaceful position to be in.”
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on June 1st, 2025