The Ordinary egg stunt
This spring, New Yorkers were met with an unexpected sight at The Ordinary’s Manhattan boutiques: not a new serum or moisturizer, but cartons of eggs. For one weekend, the cult-favorite skincare brand sold “ordinarily priced eggs” for $3.37 per dozen, a price far below what local grocery stores were charging amid a national egg shortage and price spike.The move was a collaboration with art collective
, known for headline-grabbing stunts, and was designed to highlight The Ordinary’s core brand message: simple solutions to real problems at fair prices. With egg prices soaring due to avian flu outbreaks and supply chain disruptions, the brand offered a practical-if quirky-response: affordable eggs, no frills attached.
The campaign quickly went viral. Some customers praised The Ordinary for stepping in where supermarkets and policymakers had fallen short, with one Instagram user noting, “The fact that it takes a beauty brand to provide affordable groceries is sad. But I’m sure a lot of people are thankful & happy!”The eggs sold out quickly at both locations, underscoring the demand.
However, the stunt wasn’t without controversy. The Ordinary’s identity as a vegan and cruelty-free brand led to criticism from some customers and the vegan community, who questioned the use of animal products for a marketing campaign. Others pointed out that the eggs were only available in affluent Manhattan neighborhoods, rather than in lower-income areas where food insecurity is more acute.
Whether seen as a clever commentary on inflation and scarcity or as a tone-deaf marketing ploy, the campaign achieved its goal: everyone was talking about The Ordinary. The brand’s minimalist, problem-solving ethos was on full display-albeit in the most unexpected way possible46.
The Ordinary’s egg stunt blurred the lines between beauty and basic needs, sparking conversation about affordability, brand identity, and the state of the American grocery aisle. For a weekend, at least, The Ordinary proved that sometimes the most extraordinary marketing is, well, just ordinary.