In a crowded skincare market where flashy marketing often overshadows substance, differentiation is crucial. The Ordinary, a standout brand under Deciem, has demonstrated how embracing transparency and a focus on active ingredients can set a brand apart. This article explores why The Ordinary’s approach works so effectively and how African beauty brands can apply these strategies to build trust and expertise in their own markets.
In this comprehensive guide, we explore how The Ordinary’s strategies work and how African beauty brands can leverage similar tactics to achieve success.
1. The Power of Transparency
The Ordinary’s success story begins with its commitment to transparency. Unlike many beauty brands that mask their ingredients behind complex jargon and high prices, The Ordinary presents its products in a straightforward manner. Each product focuses on a single key ingredient—such as salicylic acid, ascorbyl glucoside, or matrixyl—each with a specific, targeted benefit.
“When you are transparent with your customer, they are more likely to put their trust in you,” says Nicola Kilner, co-founder and CEO of The Ordinary.
This transparency has reshaped consumer expectations, making it clear that effective skincare doesn’t need to be shrouded in mystery.
For example, The Ordinary’s Niacinamide 10% + Zinc 1% serum is a prime illustration. On the product page, niacinamide and zinc are clearly identified as key components. The detailed explanation covers how these ingredients contribute to reducing blemishes and controlling oil production. This not only demystifies the product but also showcases The Ordinary’s commitment to transparency and education.
The Ordinary’s website features clear, uncluttered product descriptions and ingredient lists.
2. Educating Consumers and Making Them Feel Smart
The Ordinary doesn’t just inform; it educates. Their product descriptions are akin to a high-school chemistry lesson, providing in-depth information about ingredient concentrations and their effects. This approach empowers consumers, making them feel informed and part of a knowledgeable community.
“We took a lot of inspiration from the healthcare industry where if you have a headache, you go to the pharmacy to buy an ingredient. There isn’t a vast grey area,” explains Nicola Kilner.
This philosophy has allowed consumers to approach skincare with the same clarity they would approach medication.
For instance, The Ordinary’s Hyaluronic Acid 2% + B5 serum is described in technical terms that educate users about its hydrating properties and the science behind them.
“The Ordinary made it cool to learn about the science behind skincare while simultaneously making it easy to do so,” as noted by Vogue Business.
3. Making Skincare Accessible
One of The Ordinary’s most disruptive moves was their decision to lower price points while maintaining high quality. Many skincare ingredients, like niacinamide and hyaluronic acid, are inexpensive to produce. However, traditional beauty brands often inflate prices by adding unnecessary components and marketing hype.
The Ordinary’s price strategy challenges this norm, with products starting at just $6.50. By focusing on the core, effective ingredients and removing the frills, The Ordinary has made quality skincare accessible to a broader audience.
A look at The Ordinary’s Instagram reveals how they communicate their pricing strategy and product efficacy visually, reinforcing their commitment to affordability and transparency.
4. Targeting Specific Skin Concerns
The Ordinary has succeeded by offering products that address specific skin concerns, rather than generic solutions. Their extensive range includes targeted treatments for aging, acne, and hyperpigmentation.
The Salicylic Acid 2% Solution is designed specifically to combat acne, providing a focused solution that helps users address their unique skin issues.
By offering targeted products, The Ordinary allows consumers to tailor their skincare regimens precisely to their needs, avoiding the one-size-fits-all approach of many traditional brands.
“The Ordinary has made it easy to target my specific skin concerns. I can choose exactly what I need without spending on unnecessary products,” shares a beauty enthusiast.
5. Building Community and Trust
The Ordinary extends its transparency beyond products to include its processes. By showcasing behind-the-scenes content, such as the creation of their products and the people involved, they foster a sense of trust and involvement.
The Ordinary’s Instagram stories and YouTube channel provide glimpses into their production processes and team, reinforcing their commitment to transparency and quality.
“When you are transparent with your customer, they are more likely to put their trust in you.” This level of openness helps demystify the skincare industry and enhances consumer confidence.
Lessons for African Beauty Brands
African beauty brands can learn several key lessons from The Ordinary’s approach:
- Embrace Transparency: Clearly communicate ingredients and their benefits. By demystifying your products, you build trust and loyalty. Create detailed product descriptions and transparent labeling, similar to The Ordinary’s website.
- Educate Your Audience: Provide accessible, informative content that helps consumers understand your products. Utilize clear, jargon-free language and offer educational resources to empower your customers.
- Adopt Affordable Pricing: Focus on high-quality, effective ingredients while maintaining competitive pricing. Avoid unnecessary mark-ups and offer value-driven products to attract a broader audience.
- Target Specific Needs: Develop products that address specific skin concerns. This targeted approach helps consumers find solutions tailored to their unique needs.
Key Strategies That Made The Ordinary Successful
- Ingredient Transparency: The Ordinary brought awareness of clinical ingredients to the masses. Products like their Niacinamide 10% + Zinc 1% serum contain straightforward, active ingredients that target specific skin concerns.
- Education and Empowerment: By using detailed product descriptions that resemble high-school chemistry texts, The Ordinary has made skincare education accessible. Their approach encourages consumers to understand what they’re applying to their skin.
- Affordable Pricing: The Ordinary’s commitment to keeping prices low while offering high-quality ingredients has made skincare more accessible. Their products are priced to be affordable without compromising on quality.
- Targeted Solutions: The brand’s focus on specific skin concerns allows customers to choose products tailored to their needs. This targeted approach contrasts with the generic “all-in-one” solutions common in the industry.
Case Study: The Ordinary’s Impact on Consumer Behavior
The Ordinary’s approach has shifted consumer expectations. Prior to their arrival, many brands relied on buzzwords and high prices. The Ordinary disrupted this by focusing on clear ingredient lists and affordability. This shift has encouraged other brands to follow suit, setting a new standard for transparency.
On platforms like Sephora, customer reviews highlight the importance of ingredient transparency. Customers appreciate being able to see exactly what goes into their products and how those ingredients benefit their skin. This feedback underscores the value of clarity and honesty in building consumer trust.
By implementing these strategies, African beauty brands can differentiate themselves in a competitive market, build stronger connections with their audience, and enhance their reputation as industry experts.
Start by creating educational content about your ingredients and pricing strategies. Use platforms like Medium and LinkedIn to share insights and build your brand’s authority.
