Beauty company DECIEM will once again boycott Black Friday (27th November) to protest against the hyper consumerism it believes the discount day advertises.

Instead of offering a day of heavy discounts, DECIEM is offering a site-wide discount of 23% for the month of November and launching daily content  to encourage conscious spending and considered purchases, in a campaign titled KNOWvember.

In 2019 DECIEM closed its stores and website on Black Friday, and the company plans to do the same again this year. 

DECIEM believes that skincare purchases should be based on education over impulse. Therefore, DECIEM is launching daily educational content throughout November, including a 5-part series called Skintellectuals which will address the most-asked questions and topics in skincare. This includes content from its DECIEM chief scientific officer Prudvi Kaka, and Co-Founder and CEO Nicola Kilner. 

DECIEM never usually discounts its products but doing so for the month of November, it is hoping to encourage customers to try products they've never thought to purchase before and, more importantly, to show its thanks to those that continue to support the brand. 

DECIEM is known for changing the way consumers now shop skincare, leading by being transparent and honest with its audience, and is hoping its stance on Black Friday is one other brands can adapt too. 

DECIEM co-founder and CEO Nicola Kilner says: “During traditional promotions, many brands see a discount as the main driver of engagement – the promotion starts and the customer shops. We wanted to reframe this by not simply offering a discount, but by spending more time than ever guiding our audience towards making the right decisions for their specific needs. We will be publishing/hosting a unique piece of content/event daily throughout KNOWvember across our social channels and website, with the aim of encouraging consumers to research and reflect ahead of purchasing. The idea is to encourage people to know more, so they can buy less.

 “Our audience today understands the impact that their buying decisions have on the planet, and they appreciate brands that consider this in the way they operate and communicate. We welcome our community to shop thoughtfully throughout the month of KNOWvember, with consideration for the lasting effect that DECIEM will leave behind."