In today’s global marketplace, the potential for expanding a brand overseas has never been more accessible. Yet, with this opportunity comes a complex set of challenges that can determine the success or failure of your international venture. To help guide you through this process, we’re looking at a brand that not only succeeded but also revolutionized its industry on a global scale: The Ordinary.

—

Embrace Transparency and Authenticity

One of the key pillars of The Ordinary’s success is its unwavering commitment to transparency and authenticity. In a market saturated with skincare brands that often obscure their ingredient lists, rely on vague claims, or use confusing jargon, The Ordinary stood out by taking a radically different approach. They disrupted the industry by making their product formulations and ingredient lists completely transparent, breaking down the barriers between the brand and the consumer.

From the outset, The Ordinary presented itself not just as a skincare brand, but as an educational resource. Each product clearly states its active ingredients and concentrations, allowing consumers to understand exactly what they are applying to their skin. This level of transparency not only demystified skincare for the average consumer but also empowered them to make informed choices based on their individual skin needs.

Furthermore, The Ordinary’s authenticity extended beyond just transparency. The brand communicated with its audience in a straightforward, no-nonsense manner, avoiding the inflated marketing language that is often used to sell beauty products. Instead of selling an unattainable ideal, The Ordinary offered practical solutions to common skin concerns, earning the trust and loyalty of consumers worldwide.

Lesson for your brand: In the global market, particularly in regions where consumers are increasingly well-informed and skeptical of traditional marketing, transparency and authenticity are not just desirable—they are essential. By ensuring that your product descriptions, ingredient lists, and marketing messages are clear, honest, and accessible, you can build a foundation of trust and credibility. This approach not only differentiates your brand from competitors but also fosters long-term customer loyalty, which is crucial for sustained success in any market.

—

Focus on Value and Affordability

The Ordinary’s pricing strategy was another game-changer in the skincare industry. At a time when premium skincare products often came with premium price tags, The Ordinary challenged this norm by offering high-quality, effective products at a fraction of the cost. This approach was not only disruptive but also democratizing, making advanced skincare accessible to a broader audience.

The brand’s focus on value and affordability resonated particularly well with younger consumers, especially Millennials and Gen Z, who are known for being budget-conscious yet discerning about the products they purchase. The Ordinary recognized that these consumers were not just looking for low prices; they wanted products that delivered real results without the unnecessary frills. By cutting out the middlemen, avoiding extravagant packaging, and minimizing marketing costs, The Ordinary was able to pass these savings directly to the consumer.

This pricing strategy was also supported by the brand’s philosophy of “clinical formulations with integrity.” The Ordinary didn’t need to rely on celebrity endorsements or elaborate campaigns to sell their products. Instead, they let the efficacy and affordability of their products speak for themselves. This straightforward approach to pricing not only built trust but also encouraged consumers to try multiple products within the range, knowing that they were getting true value for their money.

Moreover, The Ordinary maintained this affordable pricing even as they expanded into new markets. Whether in North America, Europe, or Asia, the brand’s commitment to offering high-quality products at accessible prices remained consistent. This consistency in pricing, regardless of geographical location, further solidified The Ordinary’s reputation as a brand that puts consumers first.

Lesson for your brand: When entering a new market, it’s crucial to consider how your pricing strategy will resonate with local consumers. Offering value for money can be a significant differentiator, especially in markets where consumers are inundated with choices. However, it’s important to balance affordability with quality to ensure that your brand is perceived as both credible and desirable. By focusing on delivering high-quality products at accessible prices, your brand can attract a loyal customer base and establish a strong presence in any market.

—

Leverage Social Media and Online Communities

The Ordinary’s success can be largely attributed to its masterful use of social media and online communities. In an era where digital platforms dominate consumer engagement, The Ordinary leveraged these tools not just for visibility, but to create a thriving community of loyal followers and advocates.

From the outset, The Ordinary embraced social media as a key part of its marketing strategy. Rather than relying on traditional advertising channels like TV or print, the brand focused on building its presence on platforms like Instagram, Facebook, and Reddit. Instagram, in particular, became a powerful vehicle for The Ordinary’s growth. The brand’s minimalist packaging and straightforward product descriptions were perfectly suited to Instagram’s visually-driven format, making it easy for users to share their skincare routines and product experiences.

However, it wasn’t just about aesthetics. The Ordinary also engaged directly with its audience, responding to comments, answering questions, and participating in discussions about skincare. This level of interaction made consumers feel heard and valued, fostering a sense of community around the brand. It also allowed The Ordinary to gather real-time feedback from users, which could be used to refine their products and better meet consumer needs.

Reddit, known for its active and knowledgeable user base, became another crucial platform for The Ordinary. In skincare forums and beauty communities, users shared their experiences with the brand’s products, often with detailed before-and-after photos. The authenticity and grassroots nature of these reviews helped to build trust and credibility, as potential customers could see real results from real people, rather than polished marketing campaigns.

The Ordinary also understood the importance of influencer marketing, but they approached it differently from many other brands. Instead of partnering with high-profile celebrities, The Ordinary collaborated with micro-influencers and skincare enthusiasts who had a genuine passion for the products. These influencers had smaller but highly engaged followings, which meant their endorsements felt more authentic and relatable. This strategy proved to be incredibly effective, as it created a ripple effect of organic recommendations across social media platforms.

Lesson for your brand: In today’s digital landscape, a strong online presence is essential for global success. Social media and online communities offer a direct line to consumers, allowing you to build relationships, gather feedback, and foster brand loyalty. Engaging authentically with your audience, rather than just broadcasting marketing messages, can create a community around your brand that drives word-of-mouth promotion and sustained growth.

At Glimbora, we specialize in helping brands navigate these digital landscapes and penetrate new markets effectively. By leveraging our expertise in local marketing strategies, we ensure that your brand’s message resonates with the right audience, fostering organic growth and community building. Whether it’s identifying the right influencers, crafting engaging social media campaigns, or engaging with online communities, Glimbora is here to guide you every step of the way. Our tailored approach ensures that your brand not only enters new markets but thrives within them, establishing a loyal customer base that spans the globe.