The Ordinary highlights celebrity endorsement costs with New York pop-up

The Ordinary is taking a closer look at the price of fame with its latest pop-up, The Secret Ingredient Store, launched in New York City over the weekend.

At 433 Broadway, the Deciem-owned brand filled its window with stacks of The Ordinary-branded dollar bills to illustrate how much more consumers might pay if celebrity endorsements were part of its business model.

One window decal spelled it out clearly: “This is the amount of money we would have to add to the price of our products if we paid for a celebrity endorsement.”

Inside, products were displayed with comparisons showing price increases of up to 61% if a celebrity was involved.

VP of Brand Amy Bi said the activation encourages the industry to rethink the value of marketing, reminding customers that The Ordinary focuses on science, not fame.

Visitors were also offered complimentary skin analysis, tailored regimes, and product samples.

Campaign by Uncommon Creative Studio.

COOH Health & Beauty