The Ordinary Recently Debuted the Innovative 'Choose a Price'
Kalin Ned — November 8, 2024 — Social Good
References: instagram
The Ordinary's Choose a Price initiative offers a refreshing take on accessibility in skincare. In recognition of current financial challenges, the brand is allowing customers to purchase The Daily Set — a basic skincare trio that cleanses and nurtures skin — at three different price points. From September 10 to October 31, customers can select between full price, a 23% discount, or a 40% discount. The concept is based on mutual trust — those who can afford the regular price help enable the discount for others, allowing The Ordinary to extend quality skincare to a wider audience.
The Ordinary's Choose a Price initiative provides flexibility by allowing consumers access skincare essentials in a way that aligns with their budget and needs. This initiative is particularly attractive to individuals seeking affordable, high-quality skincare without compromising on brand reliability.
Image Credit: The Ordinary
The Ordinary's Choose a Price initiative provides flexibility by allowing consumers access skincare essentials in a way that aligns with their budget and needs. This initiative is particularly attractive to individuals seeking affordable, high-quality skincare without compromising on brand reliability.
Image Credit: The Ordinary
Trend Themes
1. Flexible Pricing Models - Brands adopting pricing models that allow consumers to choose their payment level can enhance accessibility and loyalty in economically uncertain times.
2. Trust-based Commerce - Initiatives based on mutual trust between brands and consumers can foster stronger customer relationships and drive social responsibility.
3. Affordable Luxury Skincare - Offering high-quality skincare products at variable price points can position brands as inclusive and considerate of diverse consumer financial situations.
Industry Implications
1. Skincare - The Ordinary's Choose a Price initiative is reshaping the skincare industry by incorporating flexible payment options to broaden market appeal.
2. E-commerce - E-commerce platforms can leverage trust-based and flexible pricing strategies to attract cost-conscious consumers and increase market reach.
3. Consumer Goods - New pricing models in consumer goods can appeal to a larger audience by addressing economic diversity and fostering brand loyalty through trust.
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