The Ordinary - Markup Marche
The Ordinary - Markup Marche
2026
The Markup Marché at Spitalfields Market brought The Ordinary’s ingredient-led philosophy to life through a supermarket-style pop-up that sells everyday produce the way beauty sells skincare - with exaggerated claims, elevated language, premium packaging and inflated prices. Set within one of London’s busiest market spaces, the concept invited passers-by to experience the absurdity of ordinary ingredients being rebranded and overvalued through marketing alone.
By placing familiar items in a playful retail environment, the pop-up highlights how language, packaging and presentation can dramatically inflate perceived value. After all, we would never accept an avocado being given a luxury name, dressed in premium packaging and sold at a huge markup, so why do we accept the same from skincare?
CLIENT
Heaps & Stacks
For project inquiries and more information, please get in touch at studio@celinajoyce.com
“The Ordinary was founded on a simple mission: to make quality skin care accessible to everyone by focusing on science and clear ingredient education. ….For too long, the beauty industry has used vague marketing terms to justify inflated prices…The Markup Marché brings these practices into the familiar world of the grocery store for a relatable comparison.
We would not pay these prices for groceries, so why should we in beauty?”
AMY BI
VP of Brand | The Ordinary.
