Core Viewpoint - The Ordinary is positioning itself as a scientific skincare brand in the Chinese market, emphasizing transparency, effective ingredients, and consumer education to counteract the prevalent marketing hype in the skincare industry [2][3][15]. Brand Launch and Market Strategy - The Ordinary held its first brand launch event in China on June 24, 2025, and is set to open its Tmall flagship store on July 11, 2025, marking a significant step in its market entry strategy [2][3]. - The brand aims to shift the focus of the skincare market from marketing competition back to scientific efficacy, establishing new value benchmarks in the industry [3][25]. Brand Philosophy and Development - Founded in 2016, The Ordinary emerged as a response to exaggerated marketing claims in the skincare industry, advocating for transparency in product formulation and pricing [9][7]. - The brand's products are named after their key active ingredients and concentrations, with a commitment to affordable pricing, exemplified by its best-selling Niacinamide 10% + Zinc 1% serum priced at 59 yuan for 30ml, significantly lower than competitors [9][10]. Scientific Approach and Consumer Engagement - The Ordinary emphasizes a science-driven approach, maintaining a dedicated research team of 160 experts and a commitment to clinical testing to ensure product safety and efficacy [11][18]. - The brand has built a strong community with over 5 million followers online and actively engages in consumer education to foster trust and loyalty [11][13]. Market Adaptation and Product Localization - The Ordinary is adapting its product offerings to meet the specific needs of Chinese consumers, including collaborations with local testing organizations to ensure compliance and safety [18][19]. - The brand has developed localized formulations, such as a modified glycolic acid toner, to cater to the preferences of Chinese consumers [19]. AI Integration and Retail Innovation - The launch of The Ordinary's Tmall flagship store incorporates AI technology to provide personalized shopping experiences, including tailored product recommendations based on individual skin concerns [21][22]. - This initiative reflects the brand's commitment to leveraging technology to enhance consumer engagement and education in the skincare space [21][22]. Industry Insights and Future Directions - The Ordinary's entry into the Chinese market is seen as timely, addressing the growing demand for effective skincare solutions amidst a backdrop of marketing saturation and consumer skepticism [35]. - The brand's focus on scientific communication and transparency is expected to resonate with increasingly discerning consumers, potentially reshaping the skincare industry's landscape in China [25][35].