The Ordinary Is Debunking the Internet's Favorite Beauty Buzzwords
The brand’s “Periodic Fable” film is breaking down skincare terms.
In the era of skincare jargon, The Ordinary is attempting to shed light on misleading buzzwords in its newest campaign. Based on the brand’s ethos of transparency and science-backed formulas, the “Periodic Fable” campaign is challenging the marketing tactics of the beauty world, along with the validity of the internet’s most-used skincare terms.
For skincare fans, ingredients have become far more important than brand names. As a result, consumer awareness is on the rise. In an attempt to further educate its audience, The Ordinary hopes to push boundaries in the beauty space by debunking confusing language. “Consumers have the right to know exactly what they’re purchasing, but also what words and phrases are ultimately nothing more than marketing tactics,” Amy Bi, VP of The Ordinary, says in a press release.
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Making use of uncanny, hyper-surreal visuals, the new campaign dissects viral terms like “poreless,” “medical grade” and “wrinkle erasing.” Furthermore, the brand released its very own version of the periodic table of elements on its website — which outlines even more common buzzwords and their lack of scientific backing. “This table is a powerful teaching tool with the potential to rewrite the industry’s mistruths in a matter of minutes — using science to reframe how we understand beauty from now on,” Uncommon Creative Studio’s co-founder, Nils Leonard says.
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