Beware of "cheap creep" says The Ordinary

New OOH & print by Soursop launches ‘Slowvember’ - a campaign to encourage us to Shop Wisely from the skincare brand

As the Black Friday season begins, shoppers are preparing for a month filled with bargains, promotions, and discounts. However, many of these deals may be too good to be true. To encourage consumers to shop more wisely and resist the hype surrounding Black Friday, skincare brand The Ordinary has launched its month-long “Slowvember” campaign.

This campaign, created by independent agency Soursop, sheds light on the confusing issue of “cheap creep.” This phenomenon refers to a year-round consumer experience, particularly prominent during Black Friday, where the true value of promotions and the quality of products become unclear.

The campaign encourages beauty enthusiasts to approach shopping with the same intention they apply to their skincare, prompting them to ask, “Is this a good deal for me and the planet, or is this purchase driven by impulse?” In the campaign's words, “PROMO or FOMO?”

The campaign will take over major cities across the UK, US, and Canada with bold outdoor posters and full-page advertisements in the New York Times and The Guardian. This eye-catching initiative highlights how obscure marketing tactics contribute to planned obsolescence, fueling throwaway culture, overconsumption, and “shrinkflation” across consumer-focused industries.

Running throughout November, “Slowvember” aims to challenge the consumerist mindset by urging beauty fans to adopt a more sustainable and thoughtful shopping approach. It poses thought-provoking questions like “Limited Edition or Scarcity Scare?” and “Face Value or Extra Costs?” alongside a “10-step shopping routine” for consumers.

The campaign aligns with a broader anti-Black Friday sentiment and reflects The Ordinary’s commitment to radical transparency, one of the brand’s core values and a key factor in its ongoing success.

Nicola Kilner, CEO and co-founder of DECIEM, states:
"In an increasingly branded world, DECIEM will continue to be brave in our quest to create a better business model by exposing pricing deception during this period and offering promotions based on integrity. We hope everyone will join us on this journey and incorporate considerate purchases into their daily practices to make the world a kinder and more accessible place."

Annie Chiui, Executive Creative Director at Soursop, adds:
“With this campaign, we want beauty fans to think twice before falling for Black Friday hype. Instead of shopping mindlessly, we invite The Ordinary customers to adopt a mindful and sustainable approach, similar to how they care for their skincare. In an era where consumer trust in brands is at an all-time low, it’s crucial for companies like The Ordinary to take a stand and treat their customers with respect. No fluff or misleading claims. Their ethos of radical transparency resonates deeply with us at Soursop and sets the standard for how sustainable brands should communicate with their customers and fans.”

Throughout November, “Slowvember” will feature ads across social media, outdoor spaces, and print, with full-page ads and posters in London, Toronto, New York, and Los Angeles that include a 23% discount code for The Ordinary products.

Client: The Ordinary
Agency: Soursop
Executive Creative Director: Annie Chiu
Sr. Art Director: Wayta Monzon
Illustrator: Vincent Sapthu
Sr. Designer: Rosa Koolhoven
Head of Client Services: Catherine Dawson
Account Manager: Tessel van de Loo
Co-Founder: Ravi Amaratunga Hitchcock
Managing Director: Abigail Leah
Strategy Director: Steph Morrow