The Ordinary Reveals its Price Adjustment in 2023
- Chaileedo Press
- Dec 20, 2022
- 2 min read
Recently, The Ordinary announced on its official Instagram that it will adjust the prices of its skincare products, mainly due to rising costs and supply chain issues.
The Ordinary is a skincare brand owned by Deciem. In 2021 Estee Lauder announced that it would acquire Deciem, in which Estee Lauder currently owns 76%, and will gradually acquire the remaining shares thereafter.
In an Instagram post, the company stated that the price will be risen on January 1, 2023 and the average change is $1.12. It also took its product Natural Moisturizing Factors + HA (30ml) as an example. It will increase from $5.80 to $6.50.
The Ordinary said that the price adjustment is mainly due to the rising costs and macroeconomic changes. To face these problems, it has carried out some change of operation. The Ordinary said: “ We’ve said goodbye to brands like Hylamide, started to close down low volume categories like Colours.”
In early December, The Ordinary announced on its Instagram that it would discontinue its foundation and concealer products because the primer products do not make the brand profitable.
“We value you, the community that shapes us, and welcome all thoughts and questions around this upcoming change in the comments,” The Ordinary added in the Instagram post.
In the review of this post, some users said they liked the transparency of The Ordinary when they want to increase the price. And the products of The Ordinary were also favored by many of them. It can be seen that most users can accept that price adjustment.
In September this year, international brands of skin care products have also increased prices. Lancôme, Armani, SK-II and many other brands related products implemented the new price from September 1, while some SK-II products will increase the price on September 13.
Take Lancôme for example, it is understood that this is second price increase of Lancôme this year. The brand also carried out a price increase in April this year, covering essence, eye cream, mask, cleanser, lotion and other products. Compared to Lancôme's suggested retail price in April, this time the price of color cosmetics products increased by 10-30 yuan (about $1.4-$4.3), and the price of skin care products increased by 30-150 yuan (about $4.3-$21.5).
Armani Beauty will also increase the retail price of some products on September 1, mainly involving lip glaze, perfume, foundation, eye shadow, blush, sunscreen cream and many other products, as well as some perfume gift boxes, a total of 338 SKU, the price increase within 7%.
In the face of ingredients, logistics and inflationary cost pressures, international brands by adjusting product pricing to maintain revenue is also one of its common means.
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