In a surprising move, The Ordinary, a popular science-backed beauty brand known for its affordable skincare, stepped outside its usual offerings by selling eggs in select New York City stores. The initiative aimed to address the ongoing U.S. egg shortage, providing cartons at a budget-friendly price of $3.37 per dozen.
The Reason Behind the Egg Shortage
A severe avian flu outbreak has led to the death of millions of hens, causing a nationwide egg shortage. Grocery store shelves have been left empty, while egg prices have skyrocketed to nearly $5 per dozen. Frustrated consumers have taken to social media, expressing their struggles in finding eggs at reasonable prices.
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A Marketing Stunt With a Purpose
Recognizing the demand, The Ordinary teamed up with the art collective MSCHF to launch this unique promotional campaign. The brand promoted the stunt on Instagram, announcing: “We learned NYC was in need of eggs. This weekend, 12 normally priced eggs at our stores are available for $3.37. No extras, just eggs. While supplies last.”
Public Reaction: A “Genius” Move
The campaign quickly gained traction online, with many praising it as a clever marketing strategy. Customers were allowed to buy up to two cartons per person at participating stores. Social media users lauded the stunt, with one LinkedIn user calling it “brilliant,” while Sam Stryker described it as a “smart play” on the brand’s identity as a practical alternative in the beauty industry.
By blending marketing with social impact, The Ordinary not only captured attention but also provided much-needed relief to New Yorkers struggling to afford eggs.
