How The Ordinary leveraged its community when reformulating its hero product

10 months ago 19

Since its launch in 2016, one of The Ordinary’s most popular products has been its Hyaluronic Acid 2% + B5 serum. On Feb 13, for the first time, it’s introducing an updated version of the formula. The changes it made were informed by its community.

Feedback was gathered from social media comments on the brand’s Instagram and TikTok, reviews on its website and retailer channels, and requests sent to its customer service team. Now, the brand has addressed the main complaints it received, which mostly had to do with the product’s texture.

The changes to the product included increasing the number of hyaluronic acid forms in the formula, from three to five, as well as adding ceramides and improving the product’s texture. It’s now more lightweight and less tacky, according to the brand. The price will increase by $1, from $8.90 to $9.90.

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