Recognizing that many of its customers are (still) feeling the squeeze of inflation, The Ordinary is experimenting with something it's never tried before: a "Choose Your Price" option for a popular product set. The skincare brand, known for its no-frills approach to effective formulations, is inviting customers to select from three price points for The Daily Set: full price, 23% off or 40% off, based on what they can afford. Paying the regular price will support the initiative and help make skincare accessible to others.
This pay-what-you-want model isn't just clever marketing; it's a litmus test for how much the brand can trust its customers to do the right thing — a gamble that hinges on the belief that people will pay fairly. By allowing those who can afford it to subsidize others' purchases, The Ordinary also fosters a spirit of community care. The promotion is offered in-store and online and runs through 31 October 2024; the brand will then assess whether it can continue.
It's a sharp contrast with dynamic pricing, which is spreading from ride-haling apps and airline tickets to fast food and supermarkets. While opaque, algorithm-driven systems can leave shoppers feeling manipulated, The Ordinary flips the script and empowers them instead. By ceding pricing control, the brand transforms a simple transaction into a reflection of shared values and of the financial realities its customers face. PWYW schemes aren't new, but as people are increasingly reduced to data points for profit maximization, handing them the reins can still seem radical.
