The Ordinary's 'Slowvember' Campaign – Redefining Black Friday Marketing

The Ordinary's 'Slowvember' Campaign

In an era where Black Friday epitomizes consumer frenzy, The Ordinary, a skincare brand renowned for its transparency and integrity, has taken a contrarian stance with its 'Slowvember' campaign. This initiative encourages mindful consumption, challenging the traditional high-pressure sales tactics associated with the holiday season. Launched in November 2024, 'Slowvember' is a month-long campaign that offers a consistent 23% discount on all products, deliberately steering away from the typical one-day Black Friday rush. In a bold move, The Ordinary closed its physical and online stores on Black Friday itself, reinforcing its commitment to thoughtful shopping. Creative Execution

Developed in collaboration with independent agency Soursop, the campaign employs minimalist, black-and-white out-of-home (OOH) advertisements featuring provocative slogans such as "PROMO OR FOMO?" and satirical price tags like "Buy 1, get 2—for the price of 3." These messages critique deceptive marketing practices and overconsumption, urging consumers to make intentional purchasing decisions. Strategic Insights

1. Alignment with Brand Values: The Ordinary's emphasis on transparency and consumer education is exemplified through this campaign, fostering deeper trust and loyalty among its customer base.

2. Differentiation in a Saturated Market: By opposing the conventional Black Friday approach, The Ordinary distinguishes itself from competitors, attracting consumers who value ethical and deliberate shopping experiences.

3. Extended Engagement Period: The month-long discount period alleviates the urgency of a single shopping day, allowing consumers ample time to consider their purchases, thereby enhancing customer satisfaction and reducing return rates.

Outcomes and Reception

While specific sales data remains undisclosed, the 'Slowvember' campaign has garnered significant attention for its innovative approach to holiday marketing. Industry observers have lauded The Ordinary for its commitment to integrity and consumer well-being, setting a precedent for ethical marketing practices. The Ordinary's 'Slowvember' campaign serves as a compelling case study in aligning marketing strategies with core brand values. By prioritizing mindful consumption over impulsive buying, the brand not only reinforces its commitment to transparency but also resonates with a growing demographic of conscientious consumers. At Boston Waves, we advocate for marketing strategies that balance innovation with integrity. If you're inspired by The Ordinary's approach and want to develop campaigns that are both impactful and authentic, Boston Waves is here to guide you. We specialize in crafting marketing strategies that not only achieve business objectives but also resonate on a deeper level with your audience.