BEWARE OF ‘CHEAP CREEP’! SAYS THE ORDINARY
Creative agency Soursop and The Ordinary take anti-Black Friday stance in new ‘shop wisely’ initiative to challenge consumerist mindsets
With yet another Black Friday season upon us, soon to be followed by the annual Christmas crush, we’re about to enter a frenzied marketing forcing wormhole full of bargains, promotions and discounts.
One brand, however, is doing it a bit differently: enter cult skincare label The Ordinary. We’ve long been fans of their products, but not just their goods, also their commitment to radical transparency. An ethos much needed in the shouty beauty and retail industries.
To encourage consumers to shop more wisely – and not succumb to Black Friday sales hype – The Ordinary has launched their month-long ‘Slowvember’ campaign.
Created by one of our favourite gangs, Amsterdam independent agency Soursop, the launch introduces the murky phenomenon of ‘cheap creep’: a year-round consumer experience that’s particularly prevalent during Black Friday, where the true value of promotions and quality of products is obscured.
The campaign urges beauty fans to treat shopping as intentionally as they do their skincare: asking themselves, “is this a good deal for me and the planet, or is the purchase driven by impulse? Or, in the campaign’s words, “PROMO or FOMO”?
Taking over key cities across the UK, US and Canada with bold OOH posters and full-page long copy ads in the New York Times and the Guardian, the eye-catching activation highlights how murky marketing tactics, linked to the rise of planned obsolescence, are fuelling throwaway culture, overconsumption and ‘shrinkflation’ – something that’s prevalent in consumer-facing industries.
Slowvember’ aims to challenge the consumerist mindset – urging beauty enthusiasts to take a more sustainable, mindful shopping approach through thought-provoking questions such as ‘Limited Edition or Scarcity Scare?’ and ‘Face Value or Extra Costs?’ alongside a ‘10-step shopping routine’ for consumers.
The work taps into a broader anti-Black Friday sentiment and reflects The Ordinary’s commitment to radical transparency, which is one of the brand’s core values and a huge part of its ongoing success.
Nicola Kilner, CEO and co-founder at DECIEM, says:
"In an increasingly branded world, DECIEM will continue to be brave in our quest to create a better business blueprint, by lifting the veil of pricing deception during this time period, offering promotions built on integrity. We hope you all continue to join us on this journey, and adopt considered purchases into your own day-to-day practices in the journey to make the world a more kind and accessible place to be human."
Annie Chiui, Executive Creative Director at Soursop, says:
“With this campaign, we wanted to get beauty fans to think twice before falling for Black Friday hype. Rather than shopping mindlessly, we’re inviting The Ordinary customers to take the same mindful and sustainable approach to shopping as they do to their skincare. In an era where consumer trust in brands is at an all-time low, we need companies like The Ordinary to take a stance and treat their customers with respect. No fluff or overclaims. Their radical transparency ethos resonates deeply with us at Soursop and sets the bar for how sustainable brands operate and talk to their customers and fans.”
Running throughout the month of November, ‘Slowember’ will span social media, OOH and press with full page ads and posters in London, Toronto, New York and Los Angeles all featuring a 23% discount code for The Ordinary products.
