In 2025, egg prices soared due to a widespread bird flu outbreak (Highly Pathogenic Avian Influenza, or HPAI) that decimated egg-laying hen populations. This caused a significant reduction in the egg supply, leading to a dramatic 40% increase in prices. Consumers were left grappling with the rising cost of eggs, a basic household staple, while many were left frustrated by the sudden inflation. The price hike sparked nationwide discussions and became a symbol of the economic pressures people were facing.

The Ordinary’s Bold Move

In the midst of this egg crisis, The Ordinary, a skincare brand known for its affordable and effective products, made a bold and unexpected move. While many companies were focusing on their regular operations, The Ordinary decided to step outside its usual territory and sell eggs at their original price — the price before the surge hit. For a skincare brand to enter the grocery market was unconventional, but it proved to be a brilliant marketing move.

The Ordinary’s decision to offer eggs at a fixed, affordable price during the height of the price surge was a way to engage with a cultural moment. It wasn’t just about selling skincare — it was about addressing the frustration consumers were feeling over rising prices. By connecting with the egg price surge, The Ordinary became part of a larger conversation, demonstrating empathy and relevance in a way that few brands do. The result? Increased brand visibility and deeper emotional connection with consumers.

The Impact on The Ordinary’s Brand

The campaign had several notable impacts on The Ordinary’s brand:

• Increased Visibility: The campaign garnered widespread media attention beyond the beauty and skincare industry, reaching new audiences who may have never considered The Ordinary before.
• Broader Audience Reach: By participating in the conversation about rising food prices, The Ordinary tapped into a wider demographic, connecting with consumers on an emotional level and expanding its reach beyond skincare enthusiasts.
• Brand Loyalty: The move reinforced The Ordinary’s commitment to affordability and accessibility, strengthening customer loyalty and building a deeper, more personal connection with its audience.
• Enhanced Brand Reputation: The campaign positioned The Ordinary as a socially conscious and culturally aware brand, showing that it’s not just about products but also about addressing real-world issues.
• Media Buzz and Viral Attention: The campaign generated significant buzz on social media, with consumers sharing their thoughts and experiences, driving further engagement and visibility.

Emotional Connection:
The Ordinary’s campaign also tapped into a deep emotional response from consumers. The rising cost of living had already left many feeling financially strained, and The Ordinary’s decision to step in and offer eggs at their pre-surge price was seen as an act of solidarity. For many, the brand wasn’t just selling skincare anymore — it was a lifeline during tough times. By positioning itself as a brand that understands its customers’ financial pressures, The Ordinary strengthened its emotional bond with consumers. This sense of solidarity likely turned passive buyers into loyal customers, who felt that the brand genuinely cared about their struggles beyond the realm of beauty products.

Why Brands Should Take Risks

The Ordinary’s bold marketing move underscores several key reasons why brands should take risks:

• Stand Out from the Competition: Taking a risk and stepping outside of your usual category can help a brand differentiate itself in a crowded marketplace.
• Connect on a Deeper Level: Engaging with real-world issues or cultural moments shows that a brand understands its consumers’ struggles, which fosters stronger emotional connections and loyalty.
• Generate Buzz and Viral Attention: Risk-taking campaigns that tap into cultural moments can lead to media coverage and viral engagement, expanding a brand’s reach and visibility.
• Build Authenticity: Brands that take risks and show they’re willing to address issues beyond their product or service gain credibility and build trust with their audience.
• Highlight Brand Values: By aligning with larger social issues, brands can communicate their values and show they’re committed to more than just selling a product, which resonates with today’s socially conscious consumers.

Competitor Reactions

While The Ordinary’s move made headlines, it’s important to note how competitors responded — or failed to respond — to similar challenges. Many skincare and beauty brands stayed focused on their usual product lines and didn’t engage with the issue of rising food prices. For example, brands like Neutrogena and CeraVe continued to emphasize their standard skincare lines with promotional offers but didn’t address the cost-of-living concerns that were plaguing many consumers at the time. They may have been hesitant to step outside their product category or did not see the connection between the skincare industry and the food price surge.

Some competitors in the food and beverage industry, such as Eggland’s Best, did offer price freezes or discounts on eggs to alleviate consumers’ financial pressures. However, The Ordinary stood out by being the only skincare brand to take such a drastic step and tie itself to a larger, cultural conversation. Their willingness to break from the norm and address a nationwide issue helped them distinguish themselves from both their skincare competitors and brands in other industries.

Conclusion

The Ordinary’s decision to sell eggs at their original price during the egg price surge in 2025 is a brilliant example of how brands can go beyond their core product to make an impact. It’s a lesson in cultural relevancy, bold marketing, and the power of empathy. By aligning with a pressing social issue, The Ordinary created a memorable campaign that resonated with a wide audience, building goodwill and enhancing brand visibility.

As brands look for ways to engage with today’s consumers, they can take a page from The Ordinary’s playbook: step outside your comfort zone, take a risk, and engage with the issues that matter most to your audience. Sometimes, the best marketing campaigns are the ones that push boundaries and connect with people on a deeper level.