The Power of Storytelling in Marketing: How The Ordinary Made Us Care About… Eggs?

You’re standing in the grocery aisle.

Eggs: $8.99.

You blink. Look again. Same price.

You don’t remember when eggs became a luxury. But here you are, debating whether breakfast is worth it.

Then—out of nowhere—your favorite skincare brand drops Ordinary Eggs at a price that actually makes sense.

Wait… what?

This isn’t just a marketing stunt. It’s storytelling done right. And it’s why it captured the internet’s attention.

But more importantly—it’s why you’re about to learn a marketing strategy that most brands completely overlook.

When Eggs Become a Luxury, The Ordinary Makes Them… Ordinary

If you don’t live in the U.S., you might not fully grasp the cost-of-living crisis that’s been unfolding over the past few years. Inflation has driven up prices on everything from rent to groceries, and one of the most bizarre but impactful spikes has been eggs.

The U.S. has faced multiple egg shortages due to supply chain issues, avian flu outbreaks, and rising production costs. A dozen eggs, which used to cost around $2, has soared to $8 or more in many areas.

Enter The Ordinary.

A brand known for affordable, no-BS skincare suddenly decided to step into the food market—by selling eggs at a price that actually made sense.

And people noticed.

Not just because it was weird. Not just because it was funny.

Because it was storytelling.

But Wait—Isn’t The Ordinary a Vegan Brand?

Here’s where things get even more interesting.

The Ordinary has built its reputation as a vegan, cruelty-free brand in the skincare world. Many of their customers actively choose them because of their ethical stance.

So why would a vegan skincare company suddenly sell animal products?

It’s a valid question. And the answer?

Likely, it was intentional.

The Confusion Is the Strategy

If they had launched another skincare product, it wouldn’t have made headlines.

But by selling eggs—a product seemingly at odds with their brand values—they did something every great storyteller does:

They created tension.

Tension makes people stop. It makes them ask questions. It makes them talk.

People weren’t just reacting to the price of eggs—they were debating The Ordinary’s brand identity. And guess what?

Every single discussion, comment, and think piece only made the campaign spread further.

Did They Risk Alienating Their Core Audience?

Possibly. Some vegan customers likely felt betrayed.

But here’s the reality:

🔹 The Ordinary has always been about accessibility. More than being a “vegan brand,” they are a brand that fights overpriced industries.

🔹 This was about making a statement. The Ordinary wasn’t positioning itself as a food company—it was highlighting a pricing problem in a way that aligned with its mission.

🔹 Controversy fuels conversation. Even those criticizing the move were giving The Ordinary free publicity. And in a world where attention is everything, that’s a win.

This wasn’t about eggs. It was about reinforcing their anti-luxury stance in the most unexpected way possible.

How The Ordinary Became The Most Talked-About Skincare Brand

To understand why this move was genius, you need to understand how The Ordinary built its brand in the first place.

Launched in 2016, The Ordinary entered a skincare market dominated by overpriced, overhyped products. At the time, the industry was filled with luxury brands selling basic formulas for 5X, sometimes 10X what they actually cost to produce.

Instead of playing the same game, The Ordinary did something radical:

✅ They offered clinical-grade formulas at ridiculously low prices
 ✅ They stripped away the fluff—no fancy packaging, no extravagant marketing
✅ They educated their audience—instead of selling “miracle creams,” they taught customers about ingredients

The result?

They built a cult-like following and completely disrupted the skincare industry.

So when eggs became a ridiculously expensive luxury item, The Ordinary did what they do best:

They challenged an overpriced market and made essentials accessible.

The Storytelling Blueprint: Why This Worked So Well

Most brands think marketing is about selling products. But the best brands? They sell ideas and identity before they sell anything else.

Here’s why The Ordinary’s egg launch was storytelling genius:

1. They Made People Feel Something

People don’t remember products. They remember how you made them feel.

Right now, millions of Americans are frustrated by rising costs. The Ordinary stepped in—not just with a product, but with a wink and a nod that said, “We see you.”

2. They Challenged Expectations

Skincare brands don’t sell eggs. That’s exactly why it worked.

It was weird enough to get people talking. It disrupted the norm—and when something unexpected happens, our brains pay attention.

3. They Connected to a Bigger Narrative

This wasn’t just about eggs. It was about fair pricing, accessibility, and challenging overpriced markets.

The best marketing campaigns don’t just talk about products. They tap into something culturally relevant and make it part of the conversation.

4. They Reinforced Their Brand DNA

This could’ve felt like a gimmick—but it didn’t.

Why? Because it aligned perfectly with what The Ordinary has always stood for: no-BS pricing in an overpriced world.

That consistency is what makes brands feel authentic.

What This Means for You (and Your Marketing)

The biggest mistake brands make?

They focus too much on selling and not enough on storytelling.

The best marketing doesn’t feel like marketing. It feels like a conversation. A movement. A shared moment between a brand and its audience.

Want to create a brand that people actually care about? Ask yourself:

🔹 What’s frustrating your customers right now?
🔹 How can you challenge expectations and disrupt your industry?
🔹 What bigger conversation can you tap into?
🔹 How can you build marketing that feels like storytelling?

Because in a world where every brand is shouting, the ones that tell great stories?

They’re the ones we actually remember.

Final Thought: Your Brand Is a Story—Tell It Well

People don’t want ads. They want stories.

And the brands that master storytelling? They don’t just sell products.

They create movements.

If you want to build marketing that sticks, start with this:

Make them feel something.

What’s the best storytelling-driven marketing campaign you’ve seen lately? Hit reply—I’d love to hear your thoughts.