The Ordinary’s ‘Slowvember’ Campaign: A Black Friday Reality Check

Black Friday is tomorrow, and you can almost hear the sound of shopping carts (both physical and virtual) filling up at lightning speed. But while most brands are turning up the pressure, The Ordinary is doing the exact opposite.

Their ‘Slowvember’ campaign is flipping the Black Friday playbook. Instead of hyping up a one-day rush, they’re urging us to slow down and shop thoughtfully. The brand teamed up with Uncommon Creative Studio and Soursop to deliver a message we don’t hear often enough: you don’t need to panic-buy just because there’s a discount.

Here’s how they’re doing it: The Ordinary is offering 23% off all month long. No gimmicks, no countdown clocks, no "act now before it’s gone!" in flashing lights. They’re even closing both their online and physical stores on Black Friday to make it clear—there’s no need to join the frenzy.

The campaign’s minimalist ads are refreshingly honest, with slogans like "PROMO OR FOMO?" plastered across bold black-and-white billboards. They call out the chaos of overconsumption and encourage us to rethink the way we approach shopping, especially during the holidays.

This isn’t the first time The Ordinary has turned heads with their marketing. Earlier this year, they launched another standout campaign that championed creativity, boldness, and transparency. With clever lines like, “Someone said working with celebrities would be good for our brand. But we couldn’t find one with a degree in biochemistry,” they showcased their commitment to honesty and a no-frills approach—qualities that continue to set them apart in the crowded beauty industry.

Let’s face it: we’ve all fallen for the hype of a deal that wasn’t really a deal. The Ordinary’s campaign is a reminder that you don’t need to let FOMO take the wheel. Thoughtful, intentional purchases are the way to go—and with a month-long discount, there’s plenty of time to shop without the stress.

So, if the usual Black Friday madness isn’t your thing, The Ordinary might be your new favourite brand. By keeping it simple, transparent, and calm, they’re giving us all permission to take a deep breath and avoid the holiday shopping panic.