While brands across the world are discounting their products for Black Friday (a post-Thanksgiving sale tradition in the US that’s recently gone global, thanks in part to online shopping) Deciem is mixing things up a little.
The parent company for beauty brands The Ordinary, Niod, Hylamide, The Chemistry Brand and HIF is completely closing its tills and online store on November 26, in response to the rampant consumerism (and environmental impact) of Black Friday sales.
Instead, it’s offering up its retail stores as areas to relax and unwind for Take Back Black Friday. There’ll be live music, local refreshments and artistic workshops in stores around the world, in partnership with local artists, musicians and businesses.
And for all of November (except the 26th), Deciem will be discounting every product on its website and in its stores by 23 per cent. By doing this, the business hopes to encourage people to shop slowly and mindfully, instead of panic-buying cheap products they might not actually need.
That means discounts on cult products from The Ordinary, known for its affordable price points and science-based formulas, such as Niacinamide 10% and Zinc 1%, Buffet, Serum Foundation and Retinol 0.5% in Squalane. It also includes products from Deciem’s other brands, like the Glow Radiance Booster and HA Blur from Hylamide, Niod’s ultra-calming Modulating Glucosides and Superoxide Dismutase Saccharide Mist, cleansing conditioners from HIF and innovative hand and body care from The Chemistry Brand.
There’ll also be activations and personalised experiences in-store and online to encourage customers to slow down and relax, rather than give in to the frenetic energy of holiday shopping.
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