If you’re reading this article, then chances are you’re big on skincare. And chances are you’ve also heard or come across The Ordinary skincare brand.
Launching in 2016, The Ordinary has become anything but that – taking the skincare world by storm from New York to London. In fact, they’ve become so successful, a number of reports have them selling a bottle of their popular Serum…wait for it…every THREE SECONDS!
So, what’s the deal? How did The Ordinary skincare brand become such a success? And how can you use their strategy to grow your brand? The Bellus experts have come up with 3 steps – all of which The Ordinary use – to help grow your skincare brand into a success.
Transparency is key!
Gone are the days when people fell for false promises without looking at the ingredients label. In this modern era, people are concerned about many important things – and one of them is what we are using on our skin.
The Ordinary are the front runners for this. They changed the method from keeping ingredients small on the back of the bottle, to actually pushing the ingredients into the product names. For example, the popular Niacinamide 10% + Zinc 1% product (yes, that’s the product’s name!).
Their product names sound like something you’d find in a chemist. And what does this do? It gives the consumer trust in the brand and adds clear transparency.
When naming your products, bear this in mind. The days of “Glitter Shine Face Cream” are gone. It’s all about transparency and simplicity now.
Value for Money.
We are watching our finances more than ever and budgeting has become a daily common trait for all. With that said, people are looking for true prices in their purchases. The Ordinary have nailed this! 5-10 years ago, consumers were under the impression that “the higher the price, the better the value”. But, like the transparency strategy, things have changed.
One of the main reasons for this is the Internet. We can now browse and compare products from all over the world in just a few seconds. We are looking for a more affordable option and we can now do it successfully. Most of The Ordinary’s products cost less than $10.00, cheaper than many drugstore brands.
How many times gone on sites like Amazon and bought something all down to it’s thousands of five star reviews and affordable pricing? In many cases you probably didn’t even take note of the brand selling the product you bought. This is what it’s all about – when a product delivers good value, we tend to care less about the fancy branding and fancy slogans.
When pricing your products, focus on your ingredients, your business costs and profit margins. Don’t look for that get rich quick scheme. Look for providing an ongoing long term successful brand to the market.
Social Media can make your brand!
Right now, you are able to showcase your brand in front of millions with just a few taps on your phone. Ok, it might not be THAT easy, but let’s face it – social media is a godsend!
With platforms like YouTube, Instagram and TikTok paving the way for influencers, it gives us a new pathway for connecting with potential customers. But, what is it about influencers that get people buying? Once again, it all falls down to trust.
Influencers add a touch of authenticity to advertising. We’ve all seen those simple “My daily skincare routine” reels on social media and getting your products into that mix, for the right audience, can make your brand explode.
The great thing about this strategy is it doesn’t use the “self promotion” tactic, where we stick our product on a billboard and talk about how good it is. It let’s real people do it for you!
Let’s take an example; have you ever had somebody bang on about how good the coffee is at a certain new barista? Or maybe saying why you should totally try the new pizza place in town? It’s these recommendations that make us want to try new things – much more than bog-standard adverts.
Well, now imagine somebody doing this for your product. But, not just to their close friends, but to their 100k followers! When done right, the influencer strategy can take your brand from “newbie on the market that nobody knows about” to having a cult-like following in just a few social media posts!
Need help with these strategies?
We get that the above tips can be quite difficult to lock down – especially when juggling everything else of launching a skincare label. So, if you want to learn more about these tips and how our experts can help bring The Ordinary’s ethos into your skincare label, simply book a consultation with us today!
