'The Ordinary is an evolving collection of treatments offering familiar, effective clinical technologies positioned to raise pricing and communication integrity in skincare. The brand was created to celebrate integrity in its most humble and true form. Its offering is pioneering, not in the familiar technologies it uses, but in its honesty and integrity. The Ordinary is born to disallow commodity to be disguised as ingenuity.'
Feelunique.com. (2018). The Ordinary | Skincare | Feelunique. (online) Available at: https://www.feelunique.com/brands/the-ordinary (Accessed 24 Oct. 2018)
Inclusivity is key to The Ordinary's brand identity as the main basis of the company was to make high quality skincare products at a low price, making it accessible to all. They became popular after releasing retinol based products at a fraction of the price of many competitors. The products have been developed based on common skin concerns meaning you can shop based on your issue and find the right solution for you. Furthermore since branching into make-up in the past year their foundation currently comes in 21 shades to try and match all skin tones. The packaging and branding definitely reflect the clinical approach to skincare, explaining the active ingredient within the product and how this will help the specific issue from acne to oily skin.
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