The Ordinary to host ‘The Markup Marché’ pop-up in Tokyo

Skincare brand The Ordinary will host a pop-up experience titled ‘The Markup Marché’ in Tokyo from October 8 to October 11, 2026. Located at B-SIDE Omotesando, the event is designed to encourage consumers to reflect on the relationship between product pricing and perceived value.

The immersive market-style installation uses everyday items with exaggerated marketing labels and high price tags to demonstrate how terminology can inflate costs. For example, bananas are labeled as ‘Natural Origin Magic Energy Charge Bars’ and priced at 17,500 yen, while avocados are marketed as ‘100% Natural Origin Glow-Boosting Vitality Capsules’ for 30,500 yen.

According to Amy Bi, Senior VP of The Ordinary, the initiative highlights how excessive marketing and elaborate packaging contribute to higher consumer costs. The brand aims to promote transparency by using scientific names for ingredients and maintaining accessible pricing without unnecessary embellishment.