A major beauty brand is saying no to Black Friday

-3 to Black Friday. The biggest online shopping event is upon us and consumers’ shopping carts are already full of products once in their wishlists, ready to be purchased at 00.00 of Friday, November 29th. Not to mention all the compulsive organizers that will leverage Black Friday to get rid of the annoying Christmas gifts. 

To be honest, not everyone seems to appreciate this day, that has become the incarnation of Western consumerism: in the last few years multinational and less well-known brands alike have begun to fight back this shopping madness, refusing to make discounts on their items before the usual sales. The first one was Patagonia that back in 2011 bought an entire page of the New York Times to raise public awareness on the consequences that Black Friday is causing for the world and the workers.

This year it was the turn of an iconic beauty: Deciem aka THE ABNORMAL BEAUTY COMPANY decided to do something really revolutionary. The company decided to offer a discount of 23% on all products for the whole month of November, except for Black Friday, day in which on the contrary both the website and the official stores will be closed. The invitation is, therefore, to make "slow" and, above all, conscious purchases.

As stated in a post on the official Instagram account:

Hyper-consumerism poses one of the biggest threats to the planet, and flash sales can often lead to rushed purchasing decisions, driven by the fear of a sell-out. We no longer feel that Black Friday is earth or consumer-friendly event, and have therefore decided to close our website and stores for a moment of nothingness on the 29th November. ⁣⁣

In previous years, Black Friday at DECIEM meant an opportunity for some of our customers to secure savings across a few products from limited lines. Last year, only 16 products were discounted, everything sold out too quickly, and many of you missed out (we are still sorry). We strongly believe that skincare decisions should be based on education rather than impulse, and hope that a month-long promotion will provide the time for research, reflection, and consideration. ⁣⁣

Deciem's history is made of successes and even some failures, but it’s been years now that the group managed to stay top of mind and among the most beloved skincare brands. All of this despite its eccentric founder Brandon Truaxe, who died at the beginning of the year under unclear circumstances, after being laid off from the company. 

Born in 2013 in Canada with the ambitious goal to revolutionize the world of cosmetics, the brand has succeeded in the intent by isolating the components and essential active ingredients inside the best beauty products. This combined with a PR and marketing budget close to zero (in Europe, in fact, Deciem is still pretty unknown, which is another reason to start trying it!), has allowed a significant saving on the final products price. Not to forget the vast offer that grant the opportunity to create a 100% personalized beauty routine. A forerunner of the skincare craze that was going to explode in the next few years, Deciem quickly became the "fast fashion" of the beauty ecosystem and also an accessible one for all its European enthusiasts (unlike other big names like Glossier that still ship to few selected countries). 

With the Black(out) Friday operation, this beauty company has proven to put not only eco-sustainability but also the physical and economic well-being of its consumers at the centre of its business decisions. So here are the products not to be missed, after all, we still have 4 days:  

• Buffet: the best seller serum of the most beloved line The Ordinary (as we spoilered here). The formula combines different peptides to fight the first signs of ageing.

• Hylamide's Matte 12 for moisturized and matted skin up to 12 hours

• The Ordinary, Salicylic Acid 2% Masque winner of the Cosmopolitan's Best Blemish Buster award 2019  

• Photography fluid part of the premium line NIOD, a must-have for a selfie-proof skin

• Volume Support shampoo whoever said that hair doesn't need hyaluronic acid? For clean and nourished hair, in just 3 minutes.