The Ordinary Baby
Brief: Develop a brand extension strategy that leverages an established brand’s reputation to address a white space opportunity within a new product category.
In this project, I identified a white space opportunity for The Ordinary to expand into baby skincare through a line centered on ingredient transparency and minimal, evidence-driven formulations. While baby skincare is dominated by drugstore brands, Sephora-distributed skincare brands have largely not entered the category, leaving ingredient-conscious consumers seeking trusted, high-quality skincare without a skincare-first baby care option.
Known for its clinical, ingredient-first approach and effective formulations at accessible price points, The Ordinary is well positioned to translate its science-driven philosophy into baby care. I developed The Ordinary Baby, a concept featuring essential daily products designed specifically for developing skin. The concept was informed by consumer and market insights and brought to life through product development and a premium launch strategy including Sephora window displays, email marketing, editorial coverage, influencer integration, and social media content.The Opportunity: A Gap in Premium Baby Skincare
Drugstore brands dominate baby skincare (Johnson’s, Aveeno, etc.). Luxury skincare brands rarely offer baby lines, and premium-focused consumers have no trusted baby option. While baby skincare is widely available in drugstore brands, premium skincare retailers such as Sephora lack a trusted, science-first baby skincare brand.
Young parents want trusted skincare. Parents of young children reduce their personal beauty spending and prioritize value-driven brands, so it’s important that products are reasonably priced. Millennial parents want ingredient transparency, sustainability, and trusted skincare brands. This explains why The Ordinary makes sense:
Science Credibility: The company prioritizes ingredient transparency, an educational approach, and simple formulas.
Affordability: Despite offering products in premium retailers, The Ordinary uses comparatively accessible pricing on par with many drugstore counterparts, fitting young parent budgets.
Clean Positioning: This brand prides itself on using minimal ingredients with no unnecessary additives.
Overall, The Ordinary combines scientific credibility, ingredient transparency, and accessible pricing, making it an ideal brand to enter baby skincare.
PRODUCT LINEUP
CAMPAIGN VISUALS
Instagram carousel mockup.
Article in Allure.
OOH advertisement on Fifth Avenue in NYC.
PR boxes sent to content creators and celebrity moms, intended to generate organic unboxing content on TikTok and Instagram while introducing The Ordinary Baby collection through trusted parent voices.
Feature in Vogue’s In My Bag alongside a trendy celebrity mom.
Minimalist Instagram Story ads targeting new moms through Meta Ads.