Client Logo and Information

 

The Ordinary specializes in creating functional beauty products from clinical formulations. The brand values integrity and innovation within its evolving collection, production, and presence. Their products are available in-store and online from their official website and are carried by Ulta Beauty. The Ordinary’s current selection ranges from skincare to makeup and haircare treatment formulas. Its remarkable skincare line provides a plethora of options for exfoliators, serums, face masques, face oils, cleansers, moisturizers, suncare, toners, and more. The brand’s makeup and hair care collections are more sparse with only a few baseline products, but this leaves an opportunity for growth. Additionally, it is important to note that the few makeup products that they carry offer a significant amount of pigmentation options. 

Launched in 2016, The Ordinary is just one of the few unique skincare brands from the company DECIEM. The company was founded in 2013 with the purpose of bringing a sense of authenticity and transparency into the oversaturated and superficial beauty market. The late founder, Brandon Truaxe, and co-founder turned CEO, Nicola Kilner channeled this ambitious purpose into the entire process of creation and production from the very beginning. DECIEM and its brands are headquartered in a 70,000 square-foot campus in Toronto, Canada. The ever-growing popularity of the brand has enabled the company to open 35 stores and employ over 1,000 people. The company is set to soon be partnering with the Estée Lauder Companies which is sure to make some impactful changes to the ownership and future of the brand. 

The Ordinary offers products for a vast clientele and often markets itself towards young adults of all genders. It strives to help people find useful treatments to satisfy their functional beauty needs at affordable prices. The brand’s team is dedicated to helping their customers properly learn how to best select and routinely use their products. With an emphasis on honesty and safety, they offer clear ingredient labels and instructions for each product. Additionally, they provide informational videos and guides on patch testing and regimens on their websites and social media platforms.

The brand’s overall online presence yields the most room for improvement as it could use more activity and relevance. The Ordinary is currently represented under and across DECIEM’S accounts on Instagram, YouTube, TikTok, and Facebook. For its massive scope and global impact, some of its social media sites deem underwhelming and inconsistent. Since its creation, the brand aimed to channel its energy into its products rather than marketing materials. However, a more fulfilled online presence would help its brand voice be more accurately represented across all mediums and platforms.