Search

Innovation: The Ordinary Advanced Peptide Complex

Adriana Motta
Jul 16, 2024
2 min read

This product is a revolutionary peptide formulation that combines multiple bioactive peptides with enhanced delivery systems at an accessible price point. The serum provides professional-grade peptide technology, previously available only in premium products, making advanced skincare science accessible to a broader consumer base.

Brown bottle with dropper of The Ordinary Multi-Peptide + Copper Peptides 1% Serum on white background. Clear label text visible.

Product innovation

The formulation incorporates several advanced technologies:

• Multi-peptide complex featuring eight complementary peptides targeting different skin aging pathways.

• Liposomal delivery system that enhances peptide penetration by up to 65% compared to conventional formulations.

• Stabilisation technology that maintains peptide integrity without requiring cold storage.

• Biomimetic base that creates an optimal microenvironment for peptide activity.

Person with shiny skin holds a bottle labeled "The Ordinary." Neutral expression, close-up view, plain background.

The "skintellectual" consumer seeks science-backed ingredients but faces barriers due to premium pricing of advanced formulations. By democratising access to sophisticated peptide technology, The Ordinary disrupted the industry's traditional price-innovation point. The competitive advantage is twofold: for consumers, unprecedented value in terms of active ingredient concentration per dollar; for Deciem, significant brand loyalty.

According to company data, the product achieved 94% recommendation rates among early adopters and 87% repurchase intent.

Development

The Ordinary's core philosophy of "clinical formulations with integrity," wanted to eliminate cost barriers to effective skincare. The development team specifically targeted peptides as a category where significant markup existed between raw material costs and retail pricing.

Deciem leveraged their vertically integrated research and manufacturing capabilities to develop a peptide stabilisation technology, eliminating several costly steps in traditional peptide formulation. The product underwent 18 months of development focused on maximising stability and efficacy while minimising unnecessary ingredients that would increase the final cost.

Skincare bottles from The Ordinary on white surface with gray background. Includes serums and eye treatment bottles with visible text.

Trend

This innovation aligns with the "Democratic Beauty" trend identified in Mintel's 2023 Global Beauty Trends report, which noted that 71% of skincare consumers believe they shouldn't have to pay premium prices for effective ingredients.

According to NPD Group data, "masstige" skincare products (premium ingredients at mid-range prices) represented the fastest-growing beauty segment in 2022-2023, with 28% year-over-year growth.

Additionally, a NielsenIQ analysis found that skincare brands emphasizing transparency in pricing and formulation saw 43% higher growth rates than the category average.