Examination of Versed Skincare's successful approach in addressing the climate crisis through their platform.

1. The Ordinary
Quality Equality Campaign
PRA 461 Team Hey: Emily, Annabelle, and Hannah

2. What do you value most in your
skincare products?
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3. Are skincare products a necessity
for you?

4. Background on The Ordinary
● LAUNCHED 2016
● PART OF DECIEM
○ also own NIOD, The
Chemistry Brand,
Hylamide, and Fountain
○ Quality and
Transparency
● INNOVATIVE BEAUTY
○ Simple
○ Scientific
○ Affordable

5. ● INFLATION and the threat of recession
○ people spending less $$ on non-essential items
○ more aware of where their money is going
○ beauty brands increasing prices in response to inflation
● Beauty and wellness products seem to be a NECESSITY
○ Pivoted to be more health oriented
○ People want to look and feel good still
○ Influencers and skincare
○ Vibe of spa/ vacation for less money
○ Consumers are more easily influenced to switch brands/products
due to pricing
The Current Uncertain Climate

6. ● Launched: June 2023
● Outdoor ads in New York
City
○ subway digital
takeover( trains and
stations and plus
digital signage)
○ wild postings in the
SoHo and Herald
Square neighborhoods
● Digital creative and
educational content
● Largest campaign of The
Ordinary history
Quality Equality Campaign

7. Quality Equality Campaign
VIDEO:
● Creative
● Visual of
equality
● Less about
the quality/
ingredients

8. DIGITAL:
● Transparency of what quality means for The
Ordinary and education on ingredients/ process
● Engagement/ creativity

9. EMAIL sent to subscribers:
● Focus on quality

10. OUT OF HOME
● Simple but loud
● Defines quality and prices on the sign (equality)

11. Main Objective: Increase Brand Awareness
● showcase the products’ quality, science-backed ingredients and
affordable cost
● Reaffirm the brand’s philosophy and price point in the face of competitors
“We wanted to be louder than we normally have, and as
many people as possible to hear about it.” - Jessica Bibby,
VP
Quality Equality Objectives

12. The Ordinary is focusing on price point, distribution, and education of their
products in advertisements because of inflation/ accessibility issues
Authenticity + Brand Values
- Emphasis on social issues and transparency
- Delivers on its promises (sustainability, accessibility, ingredients, philanthropy)
- ex.) all products don’t have names, instead they are called by their main ingredient
Value-For-Money
- During a time where consumers are struggling financially, quality products that are
affordable are alluring
- The Ordinary’s products challenges the notion that good skincare has to be
expensive by showing exactly what ingredients are in their products
OOH and Digital Advertising
- Covers all bases to ensure messages gets seen by mas many people as possible
Quality Equality Strategy

13. Target Audience
Demographic
Geographic
Psychographic
- Very wide range
- Teenagers-adults (emphasis
on younger generation with
mention of Tik-Tok)
- Every gender
- Mention of products being
$10-$22 suggests
affordability, making it
accessible to a much
broader audience
- Campaign takes place in
NYC
- However, brands
expansion plans to
market in Middle East,
India, South Africa,
Japan, thus indicating a
global audience for the
future
- individuals who are price-
conscious but still value high-
quality skincare products
- campaign imagery, featuring
quotes and statements from
different types of beauty
consumers, suggests an
inclusive approach, appealing to
both beauty enthusiasts ("beauty
junkies") and those new to
skincare ("What's a serum?").

14. Is it credible? YES!
Why?...
Transparency- emphasizes the brand's commitment to providing high-quality skincare products at affordable
prices
Inclusive Messaging- uses inclusive messaging, showcasing quotes and statements from different types of
beauty consumers. This approach demonstrates that The Ordinary's products are for everyone, regardless of
their level of expertise in skincare
Social Proof- mention of The Ordinary's sales growth reported by The Estée Lauder Companies in their
recent earnings report adds credibility to the brand's popularity and customer satisfaction
Expansion Plans- plans to expand to new markets like South Africa and Japan indicate a certain level of
success and confidence in their products
TikTok Shop Integration- the fact that The Ordinary plans to debut on Tik Tok Shop, an e-commerce
solution integrated within TikTok, suggests that the brand is adapting to modern digital platforms to reach a
wider audience. This showcases their forward-thinking approach and adaptability
Ownership and Valuation- the information about The Estée Lauder Companies increasing their
ownership of Deciem (The Ordinary's parent company) and the valuation of the company at $2.2 billion adds
credibility to the brand's financial stability and industry recognition
Credibility

15. Tonality
Transparent and
Informative
Inclusive and
Empowering
Confident and
Forward-Thinking
Positive and
Solution-Oriented
Motivational

16. Did It Meet The Objectives?
YES!
Because…
Brand
Awareness Was
Increased
Showcased Product
Quality, Ingredients,
and Affordable Cost
Reaffirmed Brand
Philosophy and Price
Point
extensive out-of-home (OOH)
advertising, including subway
digital takeovers and wild postings
in prominent New York City
neighborhoods, aimed to increase
brand visibility significantly
focus on "Quality Equality"/transparent
messaging about the brand's product
quality, science-backed ingredients,
and affordable pricing aligns with the
objective of showcasing these key
aspects
emphasizing their
commitment to accessibility
through pricing, distribution,
and education, The
Ordinary addressed the
current economic climate
and reinforced their brand
values
Emphasized
Accessibility in
Advertisements
addressing the importance of price point, distribution, and education in their advertisements, The Ordinary
demonstrated a clear understanding of the economic context and tailored their messaging to meet the needs of
their audience

17. Forrester Checklist
Y
Y
Y
Y
Y
Y and N
Y

18. Forrester Checklist
Y
Y
Y

19. Forrester Checklist
Y
Y
Y
Y
Y
Y
Y
Y
Y

20. SUCCESSFUL
● Simple
○ Spoke to brand tone and vibe
● Spoke to target audience
○ Easy to follow
○ Only focused on ingredients and their
accessibility
● Spoke to uncertain times
○ More of a “medical” approach to skincare
than aesthetic
■ Fitting for post COVID
Creative Analysis

21. SUCCESSFUL
● The Ordinary’s largest campaign since launching
● Increase in brand awareness AND SALES
● Support in the US and globally for their launch overseas
● No concrete data online yet as it ran just this summer
In most recent third-quarter earning report from May, sales grew by
DOUBLE-DIGITS year-over-year during the period
Business Analysis

22. Thank you!