The Ordinary has taken a swipe at the cost of celebrity beauty endorsements with its latest US pop-up.
The Secret Ingredient Store appeared in New York City over the weekend to “shed light on the true cost of fame when it comes to skin care marketing,” read a statement from the Deciem-owned brand.
A large pile of The Ordinary branded dollar bills appeared in the window of 433 Broadway.
On the window a decal read: “This is the amount of money we would have to add to the price of our products if we paid for a celebrity endorsement.”
The Ordinary products, which are known to focus on ingredients with pared-back packaging, were displayed around the room in the style of an art gallery showing the additional cost.
For instance, one serum display read: “Without a celebrity endorsement, US$9.90. With a celebrity endorsement, 61% more.”
The brand said that celebrity endorsements raise product prices by between 30% and 100% or more, and that some celebrities charge as much as $10m per social media post.
Amy Bi, VP of Brand at The Ordinary, said it wanted to “challenge the industry to rethink the value of marketing” .
She added: “We are a brand built on science, not celebrity. Most people don’t realise just how expensive this ‘ingredient’ can be.”
Visitors were offered free custom skin analysis and a tailored product regime from the Deciem-owned brand, as well as a goodie bag with The Ordinary’s Hyaluronic Acid 2% +B5 and Niacinamide 10% + Zinc 1% serums.
In social media posts promoting the activation, The Ordinary said: “The beauty industry’s secret ingredient has been exposed.
“Many brands pay for multimillion dollar celebrity endorsements, the cost of which are added to the price of your products.”
It added that “if your product is good, they will endorse you for free”.
The Ordinary’s focus on price comes amid fears of rising costs as a result of US President Donald Trump’s trade tariffs and an expected slowdown in consumer spending.
Several companies have already warned customers they will pay more including Procter & Gamble and Hermes.
In March, The Ordinary weighed in on prices with a marketing stunt selling eggs after the cost of the food staple soared.