Skincare brand The Ordinary is known for its minimalist approach to beauty, but this past weekend, it took an unexpected detour—by selling cartons of eggs. At just $3.37 per dozen, the promotion quickly went viral, drawing customers to the brand’s New York City stores for an unusual mix of skincare and breakfast essentials.
A Clever Play on Affordability
The limited-time offer was part of a collaboration with the unconventional marketing group MSCHF, famous for their attention-grabbing stunts. The Ordinary positioned the campaign as a way to highlight the affordability of everyday essentials, staying true to its ethos of making quality products at fair prices.
In an Instagram post, the brand described the eggs as “ordinarily priced,” pointing out that skyrocketing egg costs had made the staple item harder for many people to afford.
“The cost of eggs is at a record high right now, and there are shortages all over the city,” the company explained in a promotional video. “So if you or someone you know needs eggs, you can grab a dozen at our stores for just $3.37.”
Sold Out in No Time
With such an irresistible offer, it’s no surprise that supplies didn’t last long. Store representatives confirmed on Monday that the egg cartons had completely sold out at both New York City locations.
The timing of the campaign couldn’t have been better. Egg prices have been on a rollercoaster due to supply chain disruptions and avian flu outbreaks, leaving consumers frustrated with unpredictable costs. While prices have started to stabilize, The Ordinary’s offer came at a significant discount compared to the market rate for cage-free eggs.
A Mixed Reaction from Customers
The stunt was met with both amusement and skepticism. While many social media users praised the creativity of the campaign, some questioned how selling eggs aligned with The Ordinary’s commitment to vegan and cruelty-free skincare. The brand, however, stayed silent on the ethical debate and focused on the humorous, attention-grabbing nature of the promotion.
“Not me walking into a skincare store for moisturizer and walking out with eggs,” one Instagram user commented.
Another customer wrote, “I love The Ordinary, but this feels so random. Still, $3.37 for a dozen eggs? I’ll take it.”
Why It Worked
The marketing stunt was a prime example of how brands can break through the noise in a crowded industry. By selling a product completely unrelated to skincare but universally relevant to consumers, The Ordinary sparked conversations far beyond the beauty world.
The campaign also reinforced the brand’s identity. Known for offering high-quality skincare at accessible prices, The Ordinary’s eggs echoed the same affordability message. In an industry often dominated by high-end, luxury-priced beauty products, this move further cemented its reputation as a brand that prioritizes value.
The Power of Unexpected Marketing
This isn’t the first time unconventional marketing tactics have made headlines. Brands like MSCHF specialize in creating viral, thought-provoking campaigns that generate massive online buzz. From selling limited-edition products to turning everyday items into sought-after commodities, the strategy often leads to increased brand awareness and consumer engagement.
For The Ordinary, this experiment was a major success. Not only did it drive foot traffic to its stores, but it also positioned the brand at the center of a larger cultural conversation about inflation, affordability, and consumer goods.
What’s Next?
While there’s no indication that The Ordinary will be expanding into the grocery market, this unexpected move has proven that even the most niche brands can step outside their comfort zones to make a lasting impression.
With consumers now eager to see what the brand will do next, The Ordinary may have set a new standard for beauty marketing—one that embraces humor, relevance, and a touch of the unexpected.
And who knows? Maybe next time, shoppers will find a carton of oat milk alongside their hyaluronic acid serum.
BuzzGuru
inBeat
Capssion
Modash
Qoruz