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Skincare label The Ordinary is refusing to profit from Black Friday

Posters on the closed Melbourne The Ordinary store.
The Ordinary's parent company Deciem has closed its doors for Black Friday. Melbourne, Australia. (Photography: Dan Concannon)

Black Friday frenzy has reached fever-pitch, with just about every brand and retailer slashing prices for the sales event: but some companies are bucking the trend.

Global skincare brand DECIEM – the parent company for a number of skincare labels such as The Ordinary – has closed its doors for one day in what it calls a “moment of nothingness” against “hyper-consumerism”, calling customers to “please shop slowly”.

The company said in a statement Black Friday was traditionally a sell-out day with a number of products becoming unavailable after just a few hours.

“This year, the brand will completely shut shop on 29th November, saying it no longer feels comfortable being involved in a single day so heavily centred around hyper-consumerism.”

Black Friday is “no longer a consumer or earth-friendly event”, DECIEM said.

Posters plastered on the walls of The Ordinary's Melbourne store.
The Ordinary's parent company Deciem has closed its doors for Black Friday. Melbourne, Australia. (Photography: Dan Concannon)

But this doesn’t mean its customers will miss out. Instead, customers will get a 23 per cent discount for the whole month of November for every product on the DECIEM website and in stand-alone stores.

“By applying a saving to all products for a significantly longer period of time, the brand hopes to allow people the flexibility to shop slowly for their specific concerns and needs.”

Deciem aims to discourage “rushed purchasing decisions” and has a commitment to giving people skincare advice, which is offered through in-store advice, the live chat and their website contact page.

“We strongly believe that skincare decisions should be based on education rather than impulse and we want to give our audience the time for research, reflection and consideration.”

‘Boycott Black Friday’

Deciem’s position against Black Friday is not uncommon.

Ethical fashion movement Fashion Revolution is campaigning against Black Friday and Cyber Monday, which runs between 29 November and 2 December, arguing that “hyper-discount culture” creates “environmental and social damage”.

“We are asking citizens to take a stand against mindless consumption, and retailers to abstain from discounts between Black Friday and Cyber Monday,” Fashion Revolution said on its website.

“Black Friday represents a sore spot in an industry that runs on overproduction. When we buy into the seemingly good deals, we send a message to brands that it’s okay for them to thoughtlessly produce, at the cost of people and the planet, because we’ll help them get rid of their stockpiles as long as they are discounted steeply.”

In protest against consumerism, ‘Buy Nothing Day’ was created by artist Ted Dave in 1992, first organised in Canada in September and then moved to the same day as Black Friday in 1997.

Now more than 65 nations participate in the day of protest.

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