DECIEM was founded on the principle of doing things differently. As the brand celebrates its 13th birthday, it is yet again challenging the perception of sales through the launch of its April campaign – The Abnormal Birthday Party.
In 2019, DECIEM disrupted the perception of Black Friday by closing its stores on a day that is heavily centred on hyperconsumerism. Instead, the brand offered a 23% saving across its whole portfolio, including The Ordinary, with one clear message: shop slowly and with intention.
As month-long sales became an expectation from consumers, Black Friday graduated from a day to a weekend and then a month-long bid of brands fighting for their share of consumer spending. Over time, the space grew louder, more crowded, and more rushed, meaning that DECIEM’s message about slowing down was increasingly diluted by the very spectacle it was trying to avoid – hyperconsumerism.
This April, DECIEM will launch The Abnormal Birthday Party, moving its annual 23% off moment from November to April – its birthday month. The Abnormal Birthday Party is a month-long celebration of community, and an opportunity to give back to the brand’s loyal fan base via a month-long discount across all brands and products. By shifting its annual discount to April, DECIEM can centre its 23% saving into a community-led moment, rooted in gratitude rather than urgency.
DECIEM’s April promotion will see the return of The Chemistry Brand, one of the original brands within the DECIEM incubator portfolio. The relaunch begins with the return of its most requested product: Hand Chemistry, a concentrated, multi-functional hand cream powered by a highly active blend of six strategic ingredients designed to target four visible signs of ageing at once. This approach of launching new products within a sales period is part of DECIEM’s ongoing commitment to give back to its community.
While the timing of the promotion is changing, DECIEM’s brand values are not. DECIEM stores will continue to remain closed on Black Friday each year, staying true to its campaign against hyperconsumerism.
In Malaysia, The Abnormal Birthday Party sale is only available at The Ordinary free-standing stores:
- The Ordinary Store Pavilion KL, Lot 4.05.00, Level 4
- The Ordinary Store Mid Valley, Lot G.015, Ground floor
- The Ordinary Store IOI City Mall, Lot G-9B, Ground floor
- The Ordinary Pop Up Store Gurney Plaza (open until May 25th 2026), Ground floor
