The brand invites consumers to explore how celebrity endorsements impact skincare pricing at this thought-provoking immersive exhibit.
The Ordinary has launched its provocative “Secret Ingredient” pop-up in Soho, NYC, running from April 25th to April 27th at 433 Broadway. Known for championing transparency and affordable skincare, the brand’s latest installation critiques the industry’s reliance on costly celebrity endorsements. Visitors will encounter immersive exhibits highlighting how celebrity-driven marketing inflates product prices significantly—sometimes by as much as 100% or more. This pop-up aims to visually showcase the real cost of celebrity hype, money that could otherwise be invested in quality ingredients and scientific research.
Designed by Uncommon Creative Studio, the space offers interactive experiences, personalized one-on-one skincare regimen advice, and engaging photo opportunities that underscore the brand’s commitment to ingredient integrity. Amy Bi, VP of Brand at The Ordinary, succinctly explains, “We’re a brand built on science, not celebrity. Most people don’t realize just how expensive this ‘ingredient’ can be, so we’re going to show them in the most visceral way possible”.
