Media Kit

Backgrounder

For Immediate Release For More Information:

June 15, 2021 Kaylee McElle Smith

Public Relations Coordinator

(555) 114-5813 

kay.mcelle@gmail.com

   

The Ordinary Story

The Ordinary is a clean, functional beauty brand that values transparency and honesty within its ingredients. The brand utilizes clinical formulations to create straightforward, high-quality products at an affordable price. 

The Ordinary was created by DECIEM, an umbrella company of multiple unconventional skincare brands. DECIEM, or “The Abnormal Beauty Company”, originated as a Canadian startup that aimed to create ten skincare brands. The company was founded in 2013 by entrepreneurial beauty innovators Brandon Truaxe and Nicola Kilner. The duo continued to carry out their non-traditional approach to the industry by launching The Ordinary in 2016. 

The founders of DECIEM decided to take on a very hands-on role in all aspects of product production and communication with customers. 

The Ordinary was created to be unique apart from other beauty companies in the way that its formulations are candidly packaged and promoted. The brand’s skincare line gained recognition for its simplicity and distinct focus on the specifics of ingredients, formulas, and percentages. To keep its prices low, with the average cost for a product 

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The Ordinary Story

being under $10, The Ordinary does not depend on heavily stylized product names or packaging. Additionally, the brand allows its quality of work to speak for itself instead of investing in misleading advertisements and claims. 

The Ordinary established its following and instilled its purpose within its signature skincare serums, oils, exfoliators, cleansers, and more. Its most popular products include its Hyaluronic Acid 2% + B5 serum, AHA 30% + BHA 2% peeling solution, and Niacinamide 10% + Zinc 1% formula. The Ordinary upholds its values as a clean beauty brand by abstaining from the use of harmful ingredients and testing on animals.

In its expansion, the brand launched its first makeup product, a serum foundation, that was met with an enthusiastic waitlist of 25,000 orders. The Ordinary’s unprecedented growth has allowed for further manufacturing abilities and development of new types of formulations. Across multiple beauty retailers and its own website, the brand is able to cater to a wide range of skin, beauty, and hair care needs.

DECIEM’s developed capabilities have allowed it to expand to a 70,000 square-foot campus, employ over 1,000 people across its locations, and generate an estimated annual revenue of $460 million.

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Fact Sheet

For Immediate Release For More Information:

June 15, 2021 Kaylee McElle Smith

Public Relations Coordinator

(555) 114-5813 

kay.mcelle@gmail.com

   

The Ordinary Invites Consumer Collaboration for New Collection Through Virtual Live Event

WHAT:

• The Ordinary is expanding its functional beauty selection and asking consumers for their input.

• An interactive live stream event will be held by DECIEM.

• The event will present informational, curated content about the brand and its formulas. 

• Viewers will be given the opportunity to share their ideas and requests for new products through a supplemental survey.

• Additional segments will include quizzes, product profiles, regimen tutorials, Q&As, and chances to win free products. 

WHO:

• DECIEM’s research and development associates are set to host the event. 

• Co-founder and current CEO, Nicola Kilner, will be speaking.

• Only company personnel and invited press will be in in-person attendance.

• Everyone is invited to join and participate in the live stream. 

WHERE:

• The event will be filmed at DECIEM headquarters in Toronto, Canada. 

• The video live stream will be accessible on DECIEM’s YouTube Channel.

• A link to participate in the online survey will be provided in the video’s description box.  

WHEN:

• The virtual event will begin Thursday, July 22nd, at 8:00 pm EST. 

• The consumer survey will remain open for entries until August 1st, at 12:00 am.

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Photo Opportunity

For Immediate Release For More Information:

June 15, 2021 Kaylee McElle Smith

Public Relations Coordinator

(555) 114-5813 

kay.mcelle@gmail.com

   

The Ordinary Collaborative Event to Create New Collection

Opportunity for an exclusive look inside the inner workings of DECIEM’s bright, modern, and innovative functional beauty laboratory. An intimate perspective of the ingredients, tools, and processes that are used to create The Ordinary’s acclaimed skincare formulas. Co-founder and current CEO, Nicola Kilner, to be in attendance with her team of research and development associates in uniform. Activities with impressive, palpable experiments and chemical reactions will be demonstrated.

WHAT:

• The Ordinary is hosting an interactive event at its head office to be broadcast as an online live stream. 

• The event will include demonstrations and activities to inform about the brand and promote a consumer survey. 

WHY:

• The Ordinary is expanding its selection and is reaching out to get consumer input for a new product line.  

WHERE:

• Invited personnel will report to DECIEM headquarters at 15 Fraser Avenue Toronto​, ON, M6K 1Y7. 

• The live stream will be held on DECIEM’s YouTube channel.

WHEN:

• The taping will begin Thursday, July 22nd, at 8:00 pm.

WHO:

• Co-founder and current CEO, Nicola Kilner, will be present.

• DECIEM’s research and development associates are set to host the event. 

• Only press such as journalists and photographers will be in in-person attendance of the event.

• Everyone is invited to join and participate in the live stream. 

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