The Ordinary's New Pop-Up Exposes the Price of Celebrity Endorsement in Skincare
“The Secret Ingredient” aims to educate consumers about what they’re really paying for when it comes to their favorite luxury brands.
In a daring move to expose what’s inflating skincare prices, The Ordinary is bringing an immersive pop-up, “The Secret Ingredient,” to the SoHo neighborhood of New York City. From April 25 to 27, passersby can step into the sensorial experience that visually unpacks the true cost of celebrity endorsements in beauty.
During the brand’s three-day stint, visitors can journey through several interactive exhibits, photo moments and one-on-one discussions with scientists.
“With some celebrity endorsements raising product prices by 30-100% or more and some A-list stars charging up to $10 million for a single post, The Ordinary is creating a storefront that offers an artistic visual representation of what those inflated prices could cost consumers,” the brand said in a press statement. For The Ordinary, the marketing budget is better spent on using ingredients of a higher caliber and researching the latest innovations. “While the brand acknowledges the value of celebrities, it believes that they shouldn’t contribute to the rising prices of essential skincare.”
“Most people don’t realize just how expensive this ‘ingredient’ can be,” Amy Bi, VP of Brand at The Ordinary, said in a press statement. “So we’re going to show them in the most visceral way possible. We’re excited to bring this to life and challenge the industry to rethink the value of marketing.”
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You can visit The Ordinary’s “The Secret Ingredient” pop-up in the SoHo neighborhood of New York City now.
For more beauty news, check out our coverage of Glossier’s “Espresso Balm Dotcom” campaign with Quen Blackwell.
