The Ordinary’s 'Slovember' Campaign Promotes Intentional Shopping
Georgia Wray Norsten — November 12, 2024 — Fashion
References: theordinary & adage
This year, The Ordinary invites consumers to slow down with its new 'Slovember' campaign, challenging traditional Black Friday sales tactics with a unique twist on holiday shopping. Through bold billboards and full-page ads in major publications like The New York Times and The Guardian, The Ordinary urges shoppers to rethink impulsive buying driven by discounts. Designed by Amsterdam-based agency Soursop, this anti-Black Friday campaign warns against 'cheap creep' -- the pressure to purchase based solely on deals.
Slovember speaks directly to The Ordinary’s core philosophy, emphasizing quality and the value of informed choices. Instead of high-pressure deals, the brand offers a 23% discount throughout November, giving customers ample time to consider each purchase with care. The campaign encourages exploring skincare science thoughtfully, featuring resources like 'The Ordinary Beginner’s Guide' and 'How to Build a Regimen' for those new to the brand.
With Slovember, The Ordinary advocates for mindful shopping and demonstrates its commitment to transparency, empowering consumers to prioritize quality over quantity.
Image Credit: The Ordinary
Slovember speaks directly to The Ordinary’s core philosophy, emphasizing quality and the value of informed choices. Instead of high-pressure deals, the brand offers a 23% discount throughout November, giving customers ample time to consider each purchase with care. The campaign encourages exploring skincare science thoughtfully, featuring resources like 'The Ordinary Beginner’s Guide' and 'How to Build a Regimen' for those new to the brand.
With Slovember, The Ordinary advocates for mindful shopping and demonstrates its commitment to transparency, empowering consumers to prioritize quality over quantity.
Image Credit: The Ordinary
Trend Themes
1. Mindful-shopping Movements - Campaigns encouraging consumers to make thoughtful and intentional purchases are gaining prominence, challenging aggressive sales tactics.
2. Anti-black Friday Initiatives - Brands are increasingly pushing back against traditional Black Friday methods, emphasizing quality and informed buying rather than impulsive spending.
3. Extended Promotional Periods - Longer discount periods that give consumers time to deliberate on purchases are being adopted to improve shopping experiences.
Industry Implications
1. Retail Marketing - Innovating with campaigns like Slovember can help brands differentiate themselves by promoting steady, mindful shopping habits over rushed buying.
2. Skincare - Skincare companies are focusing on educational content and extended promotional periods to enhance consumer understanding and thoughtful decision-making.
3. Advertising - The rise of non-traditional advertising strategies such as anti-Black Friday campaigns can disrupt how brands approach seasonal marketing.
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