The Ordinary and creative agency Uncommon Creative Studio is driving the naked truth with another campaign championing transparency. Focusing on myths, access and science, the beauty brand is disrupting the skin care status quo to counteract common beauty myths within the industry that are used to sell skin care products with little scientific truth.
The Ordinary, renowned for its science-first approach to skincare formulations, has launched The Periodic Fable, created with 49 periodic elements, all reflecting skin care buzzwords driven by marketing myths. The brand’s new periodic campaign is bringing awareness to claims within skincare that mislead consumers to buy into a “magic” product rather than skincare backed by scientific evidence.
This ‘Periodic Fable’ exposes marketing jargon such as ‘Poreless’, ‘Elixir’, and ‘Miracle’ that misrepresents skincare science, calling out beauty claims that steer consumers to buy into false advertisement and hype. Over the past nine years, The Ordinary has campaigned towards a more transparent industry that focuses on science-driven skincare rather than miracle claims that rely on hype and myth.
This new campaign is a transformative next step for the brand, as ‘The Periodic Fable’ continues to celebrate what the brand is notorious for: clear, fuss-free skincare solutions. Alongside the campaign, The Ordinary has launched a 60 second film and OOH activations highlighting these periodic myths as well as a website which houses all of ‘The Periodic Fable’ elements, allowing customers to discover and learn more about skincare claims and myths.
Read more about the Periodic Fable on their website here.
