En 2013, au Canada, Brandon Truaxe a fondé Deciem, une entité qui regroupe plusieurs marques, 10 au total, dont The Ordinary. Très appréciée pour sa transparence dans ses compositions, ses prix attractifs, et ses packagings pharmaceutiques très vintage, The Ordinary connaît un succès fulgurant.
L’objectif de la marque canadienne est très clair: miser sur la qualité en étant authentique, différent et abordable ; tout cela accompagné d’un marketing minimaliste.
The Ordinary se place directement en tête du marché des cosmétiques vegans avec ses produits adaptés aux besoins de chaque type de peau.
Les débuts de la marque
The Ordinary propose des soins pour la peau formulés à base de technologies cliniques familières et surtout efficaces.
Le positionnement de la marque vient du fait que ses fondateurs en avaient assez de ne pas trouver une certaine « ‘intégrité » dans l’univers de la beauté: formules saturées, produits testés sur les animaux, parabènes, huiles minérales, mais aussi des prix de plus en plus exorbitants.
De ce fait, la marque propose des produits dont les prix n’excèdent pas 18 euros et sont en moyenne autour de 6 à 10 euros.
Avoir enfin un peu d’honnêteté dans la composition des produits et les proposer à un prix accessible à tous sans pour autant pallier à leur efficacité, demeure l’idée majeure des fondateurs de la marque.
Chez The Ordinary, on retrouve donc des formules simples, mais concentrées en actifs purs pour chaque spécificité de peau. Vous pouvez dire adieu aux fausses promesses : ici, les produits sont » ordinaires » ce qui les rend encore plus extraordinaires.
Les produits phares de la marque
- Le best seller de la marque: Le Sérum Niacinamide 10% + Zinc,
Une formule ultra-concentrée en vitamines et minéraux, ce produit est idéal pour les peaux sujettes aux imperfections et à l’acné modérée. Il équilibre l’activité en surface du sébum et confère à la peau un teint sans brillance superflue. Ce dernier est vendu à 5,90€.
- Le Sérum au Rétinol 1% :
Un soin anti-âge au rétinol pur, pour lutter contre les taches et autres signes de vieillissement cutané. Il est conseillé de l’appliquer seul ou avant votre crème habituelle. Ce dernier est vendu à 6,70€.
- Peeling solution AHA 30% + BHA 2%
Élu produit phare de l’année, sa haute teneur en acides de fruit exfolie les peaux mortes pour un effet peeling permettant de remédier aux imperfections cutanées et laisser un teint uniforme et éclatant. Ce dernier est vendu à 3,99€
- Acide hyaluronique 2 % + B5
Au-delà de ses nombreuses applications médicales, l’acide hyaluronique a été popularisé par ses applications esthétiques afin de redonner du volume à certaines zones du visage. Associée à la vitamine B5 pour la formule de ce produit , il agit en profondeur pour une hydratation maximale, à la fois en surface et en profondeur. Ce dernier est vendu à 6,80€.
- Le Sérum » Buffet «
Ce dernier va apporter tonicité et éclat à la peau, grâce à ses complexes peptidiques, ses 11 acides aminés et son acide hyaluronique pur. Ce produit est vendu à 14,80€
Pour guider ses clients, la marque, présente dans quelques corners, pop-up stores et magasins de cosmétiques tels que Sephora, précise que les personnels de vente sont formés pour accompagner les consommateurs et leurs expliquer les molécules et produits les mieux adaptés à leurs besoins.
Et vous, à quand votre premier produit The Ordinary? N’hésitez pas à me dire ce que vous en pensez en commentaire et à cliquez ici pour découvrir notre article sur « La reboucle, le site de seconde main entre particuliers qui cartonne. »
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