The Black Friday buying frenzy season is kicking off. Shoppers are gearing up for a month-long frenzy of bargains, promotions and discounts. But how many of these deals are just too good to be true? To encourage consumers to shop more wisely, and not succumb to Black Friday sales hype, skincare brand The Ordinary has launched its month-long Slowvember campaign, created by 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”?
The provocative campaign 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. It will cover key cities UK, US and Canada with bold OOH posters and full-page long copy ads in the New York Times and the Guardian, highlighting 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. The ads will feature a 23% discount code for The Ordinary products.
Slowvember 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 & co-founder at The Ordinary’s parent, DECIEM, stated, “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, added, “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.”
Credits:
Client: The Ordinary
Agency: Soursop
Executive Creative Director: Annie Chiu
Senior Art Director: Wayta Monzon
Illustrator: Vincent Sapthu
Senior Designer: Rosa Koolhoven
Head of Client Services: Catherine Dawson
Account Manager: Tessel van de Loo
Co-Founder: Ravi Amaratunga Hitchcock
Managing Director: Abigail Leah
Strategy Director: Steph Morrow
