From Wishlist to Reality: How Ana Luisa's Emails Turns Favorites into Purchases
The Ordinary is a skincare brand known for their science-backed formulas, no-nonsense product names, and well-studied ingredients. They use emails not only to promote new launches and sales, but also to educate subscribers about skincare science and their products.
The O. Lab is The Ordinary’s newsletter program, inspired by their parent company DECIEM’s in-house laboratory. Subscribers get to have an insider look at upcoming product launches, as well as gain early access to shop new products before the general public.
With their commitment to being as transparent with their consumers as possible and consistently being science-focused, The Ordinary’s emails occasionally feature a short interview with one of their scientists, focusing on new products that they had a hand in developing. This also includes a breakdown of the product’s ingredients and their effects, so that consumers know exactly what they’re putting on their skin.
The Ordinary also provides skincare and haircare routine suggestions through their emails, demystifying any confusions that their consumers may have in terms of what products to use and when to use them. They highlight the differences between their products and clearly outline key ingredients, what skin type they’re best suited for, and what type of texture they have. Consumers can then determine what would work best for their needs and preferences.
Their educational emails break down different skincare processes, such as exfoliation, making skincare more accessible and consumers more knowledgeable about their skin needs.