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Agency: Deciem
Client: Deciem
Date: Nov 2020
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Taking its Black Friday boycott into a second year, The Ordinary’s parent company Deciem is taking a leaf out of Patagonia's book.

The Canadian beauty announced on Sunday its boycott of Black Friday for the second year in a row, shutting down all physical stores and e-commerce for the day.

As with last year, Deciem is making everything on the site 23% off for the month of November, as an alternative. It's also christening the month 'Knowvember' to raise awareness of the climate crisis.

Black Friday is “something that’s not working for our planet, because it’s just promoting hyper-consumerism rather than people actually buying what they want,” said Deciem co-founder and chief executive Nicola Kilner.

“The reality is that if you wouldn’t pay full price for it, it’s probably not something that you truly did need in the first place.”