The Ordinary – Niacinamide 10% + Zinc 1%

The product that I will be evaluating the promotional strategy is a skincare product called Niacinamide 10% + Zinc 1% by a company called The Ordinary. This blog will evaluate The Ordinary’s strategy for success as it becomes one of the leading skincare brands in the world.

1.     How does the company create awareness of its product?

Figure 1. Content creating, influencer marketing and social media marketing

The brand is different to other brands as gives an authentic, transparent, and inexpensive image. The name of its products is after the active ingredients that the product constitutes. This was a revolutionary step in the skincare industry as no other brands name its products after its ingredients. Additionally, it utilises effective content creating, influencer marketing and social media marketing to create brand awareness of its product.

2.     How does the company get consumers to try its product?

The Ordinary has shaken up the skincare industry by delivering a product that contains the purest of ingredients and sell it for far cheaper than market price. This pricing model is one of their successful promotional strategies as it removes any unnecessary markup prices and attracts consumers who requires valuable products but are on a budget.

3.     How does the company give information about the product to its customer?

The Ordinary has benefited in promoting its product in the digital age era. Influencers are fans of the brand, and they tend to explain in more depth about how The Ordinary’s products work and which one to use for your skin. This is an effective marketing strategy to not only promote the product but have influencers create content for those who may not understand what the product is for. As a result, information about the product has risen through word of mouth from social media.

4.     How does the company retain loyal customers?

The Ordinary has built a valuable and long-term relationship with their loyal customers. They have a 365 day return policy for their products, their customer care is unrivalled, and their loyal customers generally become their brand ambassadors. Their personalised customer care is an effective strategy in retaining loyal customers long-term.

5.     How does the company entice the customer to buy more and use their product frequently?

“The early adopters become our evangelists and many future customers then come into the brand via product recommendations,” says Brandon Truaxe, CEO & Founder

Rather than spending money on traditional advertising or public relations, The Ordinary incentivises customers to share information, interact with them on social media, and promote them to others. There are many videos on social media of influencers testing their products on their personal channels, this strategy encourages customers to buy more of their product frequently as the influencers who many respect, admire and trust has given a stamp of approval of the products by The Ordinary.

6.     What promotions does the company use to identify more customers?

Conducting social contests is an effective strategy to recruit new community members and expand customers reach. The Ordinary hosts frequent virtual Q&As where consumers may ask the team questions, in keeping with their focus on product education. Additionally, through these virtual social contests, lucky winners will receive products of their choosing.

Overall, The Ordinary has revamped the skincare industry through its unique naming of its product using the active ingredients that the product constitutes. Additionally, it has taken advantage of the digital era through content creating, influencer marketing and social media marketing to promote and educate its product to its global consumers. In return, it has become one of the leading and admired products in the world.