# Revealing Skincare Pop-Ups The Secret Ingredient by The Ordinary Challenges Celeb Endorsements By Laura McQuarrie | Published 2025-04-28 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/the-secret-ingredient-pop-up References: [hypebae](https://hypebae.com/2025/4/the-ordinary-pop-up-exhibit-the-secret-ingredient-new-york-city-where-to-go) & [theordinary](https://theordinary.com/en-ca/category/skincare)  Affordable, ingredient-focused skincare brand [The Ordinary](https://www.trendhunter.com/trends/markup-marche) is pulling back the curtain on the inflated cost of influencer marketing with The Secret Ingredient pop-up. In New York City, The Ordinary set up an [immersive experience](https://www.trendhunter.com/trends/immersive-kbeauty-popups) that highlights the real cost of celebrity endorsements—and how consumers end up paying the price. The statement-making [skincare pop-up](https://www.trendhunter.com/trends/hey-its-cerave-popup) draws the public in with a window depicting a large pile of cash representing the price that the brand would need to add to its products to pay for a celebrity endorsement. “With some celebrity endorsements raising product prices by 30-100% or more and some A-list stars charging up to $10 million for a single post, The Ordinary is creating a storefront that offers an artistic visual representation of what those inflated prices could cost consumers,” said brand in a press statement. Image Credit: [hypebae](https://hypebae.com/2025/4/the-ordinary-pop-up-exhibit-the-secret-ingredient-new-york-city-where-to-go), [theordinary](https://theordinary.com/en-ca/category/skincare) ## Trend Insights (Trend Hunter) - Score: 6.8/10 - Popularity: 82% | Activity: 81% | Freshness: 40% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Transparency-inspired Marketing:** Brands are increasingly adopting transparent marketing tactics that expose hidden costs to educate consumers and build trust. - **Pop-up Experiences:** Immersive pop-up events are being utilized as powerful tools for brands to engage and educate audiences through experiential storytelling. - **Ingredient-focused Skincare:** Consumers are gravitating towards skincare products that emphasize transparency and simplicity in their ingredient lists, challenging traditional marketing approaches. - **Cost-conscious Consumerism:** There's a shift towards consumer awareness and demand for pricing transparency, prompting brands to disclose celebrity endorsement costs that inflate product prices. ### Who This Affects Most - **Skincare:** Skincare brands that focus on simplifying ingredient lists and transparent pricing are capturing market interest by appealing to informed consumers. - **Experiential Marketing:** The rise of experiential marketing is transforming how brands connect with their audiences, offering disruptive opportunities in immersive consumer education. - **Influencer Marketing:** As the true costs of celebrity endorsements come to light, influencer marketing faces disruptions that necessitate innovative, cost-effective strategies. ## Related on Trend Hunter - [Grocery-Inspired Beauty Pop-Ups](https://www.trendhunter.com/trends/markup-marche.md) - [Lab-Inspired Skincare Pop-Ups](https://www.trendhunter.com/trends/the-ordinary-immersive-experience.md) - [Debunking Skincare Campaigns](https://www.trendhunter.com/trends/periodic-fable.md) - [Truth-Forward Beauty Campaigns](https://www.trendhunter.com/trends/the-ordinary-x-uncommon.md) - [Demystifying Skincare Pop-Ups](https://www.trendhunter.com/trends/the-power-of-simple-experience.md) - [Cost-Effective Skincare Initiatives](https://www.trendhunter.com/trends/choose-a-price.md) - [Scannable Skincare Murals](https://www.trendhunter.com/trends/interactive-augmented-reality-mural.md) - [Skincare Research Hubs](https://www.trendhunter.com/trends/the-ordinary-white-papers.md) - [Disruptive Cosmetics Stunts](https://www.trendhunter.com/trends/road-to-radiance.md)