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The Ordinary
Glow Recipe
Top Marketing Channels
The Ordinary
- Social Media (Instagram)
- Examples: @deciem, #theordinaryskincare, User-generated content features
- Campaigns: Ingredient Spotlights, Skincare Routines for Concerns, Before & After Series
- Content Marketing (Blog/Website)
- Examples: Science Behind Our Formulas, Regimen Guides, Skincare FAQs
- Campaigns: The Ordinary Decoded, Niacinamide 101, Retinoid Refresher
- Email Marketing
- Examples: New Product Announcements, Stock Restock Alerts, Educational Content Series
- Campaigns: Building Your Routine, Black Friday Sales, Deciem Newsletter
Top Sales Channels
- E-commerce Website
- theordinary.com, Product pages, Bundle deals
- Direct to Consumer Sales, Value Sets, Free Shipping Promotions
- Authorized Retailers (Online)
- Sephora.com, Ulta.com, CultBeauty.com
- Sephora VIB Sale, Ulta 21 Days of Beauty, Cult Beauty Haul Event
- Authorized Retailers (In-Store)
- Sephora stores, Ulta Beauty stores, standalone Deciem stores
- In-store Product Demos, Beauty Advisor Recommendations, Holiday Gift Sets
cocokind SWOT Analysis
Strengths
Highly affordable pricing
Focus on single-ingredient formulations
Strong brand transparency and education.
Weaknesses
Minimalist packaging can be unappealing to some
Lack of sensory experience (fragrance
texture for some products)
Can be overwhelming for skincare beginners due to extensive product range.
Opportunities
Expand into new geographical markets
Introduce more advanced or combination formulas
Partner with dermatologists for endorsements.
Threats
Intense competition in affordable skincare
Risk of consumer confusion with too many products
Supply chain issues impacting stock availability.
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