Marketing without Marketing: The Art of Anti-Marketing Strategy
Have you ever heard of anti-marketing?
It's a counter-intuitive marketing tactic that is centred around "being your true self". One company that has successfully implemented this approach is skincare brand, The Ordinary.
Instead of using flashy packaging and misleading claims, The Ordinary focused on providing clear and honest information about their products and ingredients. Their product labels were named after their key ingredients, and they included detailed explanations of each product's benefits and how to use it on their website.
In addition, The Ordinary's founder, Brandon Truaxe, used social media to share behind-the-scenes glimpses of the company's operations and engage with customers directly.
Despite their unconventional approach to marketing, The Ordinary quickly gained a cult following among skincare enthusiasts. Their transparent and no-nonsense approach to skincare was refreshing to customers who were tired of being bombarded with misleading claims and fancy packaging.
The success of The Ordinary's anti-marketing tactics is a reminder that sometimes, less is more. By focusing on providing value and transparency to their customers, they were able to build a loyal following and become one of the most popular skincare brands in the world.