The Ordinary’s $10M Skincare Statement Hits Soho

BM Outdoor covers the most innovative and buzz-worthy activations in out-of-home media—and this week, all eyes are on The Ordinary. On April 25, the cult skincare brand known for its clinical transparency made a major splash in New York City’s Soho district with a display that’s as bold as it is revealing.

💸 A Window Display That Exposes the Truth

Taking over their Soho storefront, The Ordinary didn’t launch a new serum or moisturizer. Instead, they installed a giant pile of $10 million in real dollar bills inside a glass display, protected by a bouncer and paired with a provocative tagline:

"The Secret Ingredient."

Rather than launching a new product, the message was clear. This is the amount of money the brand would have to spend on celebrity endorsements if they played by traditional beauty industry rules. By choosing to spend $0 on influencers, the brand underscores its mission to provide affordable skincare without the markup.

🎯 Transparency Over Celebrity Hype

This campaign reflects The Ordinary’s ongoing commitment to honesty, science-backed formulations, and price accessibility—a rare stance in an industry driven by star power and social media deals.

The window display included the text:

“This is the amount of money we'd have to add to the price of our products if we paid for a celebrity endorsement.”

The initiative highlights how many skincare prices are inflated by marketing spend—not necessarily by product quality.

📍 Outdoor Marketing With Maximum Impact

Located in the heart of one of NYC’s busiest retail and pedestrian zones, this eye-catching display proves the power of non-traditional, experiential OOH marketing. It turns a static shop window into a bold brand statement, sparking conversation not just on the streets but across social platforms.

Want to see more bold brand activations like this? Visit BM Outdoor Canada to explore the latest in out-of-home innovation.

 

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