The maker of The Ordinary has renewed its annual hyper-consumption protest campaign
Deciem, the maker of The Ordinary and NIOD, has launched its second Black Friday boycott.
In 2019, the Canadian skin care company closed its bricks-and-mortar stores and website on the last Friday of November to protest against the shopping event. Instead, Deciem offered a discount throughout the entire month to promote 'considered purchases'.
This year, Deciem has renewed its month-long 23% sales as part of its 'Bye-bye Black Friday. Hello KNOWvember' campaign.
"Our customers support us all year round, so bringing them a saving is an important marker of our gratitude," said Nicola Kilner, CEO of Deciem.
"However, it is essential that we do this in a way that shows responsibility for both people and the planet.
"By offering a month-long discount across every product from every brand, we hope to eliminate the hype that is so commonly associated with promotions, and encourage people to buy less, but better."
To coincide with the sale, the brand owner will be launching a five-part series of Skintellectual videos that aim to promote 'education over impulse' and answer some of consumers' most common skin care questions.
Kilner added: "On 27 November (the day formerly known as Black Friday), we will be pressing pause, and our stores and website will be closed.
"Itâs important to us to ensure that we do not play a part in encouraging impulse-driven purchasing.
"Hyper-consumerism remains one of the biggest threats to the planet, and we know that an urgent change in how humans produce and consume products is required."
