THE WHAT? The Ordinary has suspended its free Brooklyn shuttle service just three days after launch, following questions over permitting requirements for the marketing initiative.
THE DETAILS The skincare brand introduced the temporary “Ordinary Bus” service to provide a direct connection between Domino Park in Williamsburg and Prospect Park, offering a faster alternative to a public transport route that typically requires multiple transfers. The service was originally planned to run for two weeks as part of a brand campaign centred on accessibility and infrastructure. However, operations were halted after New York City officials contacted the company regarding the permitting process, including requirements for obtaining a city bus stop permit. The Ordinary subsequently announced that the service had been suspended until further notice. Riders reported missed scheduled journeys and a lack of information at pickup locations after the service stopped operating.
THE WHY? The campaign reflects how beauty brands are increasingly using experiential marketing and community-focused initiatives to build brand awareness, while also highlighting the regulatory and operational challenges that can arise when brands move beyond traditional advertising channels.
Source: The New York Times
