Building Brand Community for Skincare

As the breakout skincare brand under parent company DECIEM, The Ordinary demonstrated the formidable power of community to drive stratospheric success mainly through word-of-mouth marketing. Launched just 5 years ago as an affordable, no-frills option to reveal healthy, glowing skin, The Ordinary’s community-first approach rockets them towards 9-figure revenues.

Challenge

Competing with luxurious, aspirational skincare brands boasting cutting edge ingredients, how could The Ordinary convince consumers their simple formulas and modest packaging offered equally transformative results worth raving about?

Approach

They focused intensely on content and engagement to foster an authentic community, not just shifting products. Education, transparency and staffers’ accessible tone humanized DECIEM. Reviewers and micro-influencers sampled an expanding roster of straightforward serums and shared results. A #deciemdiary hashtagspotlighted shelfies from real fans. No inflated claims or pseudo-science, just integrity around how well formulated actives perform for all budgets.

Impact

Today, The Ordinary counts over 1 million #deciemdiary posts with 500K+ daily engagements and minimal ad spend. Their most viral product launch saw a waitlist swelling to 100K. 80% of sales result through word-of-mouth as brand evangelists drive further community connections. Converting skincare skeptics into brand zealots starts with content and community.

Key Takeaway

Rally those who already believe in your brand vision to create an ever-expanding ripple effect. As The Ordinary demonstrates, a community mindset can transcend a modest budget.