A no-frills beauty brand sold cartons of eggs for $3.37 in a timely marketing stunt

• Skincare brand The Ordinary went viral over the weekend by selling cartons of eggs for $3.37.
• Store reps told BI on Monday that supplies of the “ordinarily priced eggs” had already sold out at both locations.
• The marketing stunt comes as egg supplies are still recovering from record shortages and high prices.

One 30 mL bottle of hyaluronic acid serum, one 150 mL tube of glycolipid cream cleanser, and … one carton of 12 gallus domesticus ova?

Shopping lists for some fans of The Ordinary looked a little different this weekend as the no-frills skincare brand went viral for selling cartons of eggs for $3.37 at two of its New York City boutiques.

In a pair of Instagram posts, the company promoted the marketing stunt as “ordinarily priced eggs” in collaboration with the guerrilla marketing team at MSCHF.

“The cost of eggs is at a record high right now and there are shortages all over the city, so if you or someone you know need eggs, you can grab a dozen at our stores for just $3.37,” one video said.

Store representatives told Business Insider on Monday morning that supplies of the limited-time offer had already sold out at both locations.

The marketing stunt comes as egg supplies are still recovering from record shortages and high prices earlier in the year.

The price offered by The Ordinary was at a considerable discount for cage-free eggs, which generally sell for more than conventional caged eggs.

Last week, the US Department of Agriculture said national wholesale prices for large white eggs continued their downward march to $3.27 per dozen, a new low for the year so far.

While some commenters praised the cleverness of the promotion, others criticized the company for straying from its usual offering of vegan and “cruelty-free” products.