by By: Avery Brickman
In an era of beauty trends that promises “glass skin,” a “poreless” effect, and “miracle results,” The Ordinary has established its identity by calling out the industry’s tendency to overpromise impossible results. Instead of playing into this language, the brand has consistently delivered products with names like “Niacinamide 10% + Zinc 1%” that feature minimalist packaging, challenging the idea that perfect skin is achievable with non-scientific products. Their recent campaign, The Periodic Fable: A scientific table with zero science, highlights the industry’s obsession with unrealistic goals by rewriting the periodic table to replace chemical elements with common skincare buzzwords and pairing each with a direct rebuttal.
The strength of this campaign lies in its cohesive components across platforms. Visually, the campaign displays a sterile, clinical aesthetic which can be seen in the table itself and the following social media posts and promotional video. On their website, an interactive table allows users to select “elements” and read concise explanations debunking misleading skincare promises, turning the experience into a tool that invites users to relearn how they view their skin and skincare products. Naturally, this campaign was heavily featured on the brand’s social media channels with simple graphics featuring “elements” from the table and a video showing a laboratory setting of actors achieving “perfect” skin through varying exaggerated skincare techniques. This multi-channel rollout amplified the brand’s reach by ensuring that all user touchpoints–from their website to Instagram–communicate the same message: skincare is a science not a fantasy, and consumers deserve tools that reflect real results.
At its core, the campaign is effective because it bridges education and brand promotion without feeling like an ad, rather a tool for consumers to reframe their skincare mindset. Through owned media, the brand is able to control the narrative and ensure that the educational tone is consistent while framing the tool as a reference for consumers who are skeptical, curious or frustrated by skincare claims. This approach strengthens trust and allows consumers to feel empowered with the knowledge about routines and ingredients, while subtly offering their own formulas as a transparent solution.
Despite its strengths, every campaign has some inherent limitations. While its highly scientific, clinical presentation reinforces credibility, casual skincare users who aren’t interested in the science behind their routine or doing a deep dive into ingredient research may feel intimidated or overwhelmed. In addition to the research component, detailed explanations and “debunking” products might unintentionally make consumers feel self-conscious or embarrassed about having believed other brands’ promises or purchasing products that are described on the table. So, while the framework excels at targeting and educating an engaged audience, it risks alienating consumers who are looking for simple explanations with a more lifestyle-based approach.
Overall, The Periodic Fable campaign clearly demonstrated how brands can challenge industry norms while simultaneously educating their audience and pushing their products. The Ordinary successfully reinforced its identity as a transparent, science-first brand by combining interactive tools, multi-platform distribution and a clear message; and in doing so strengthened its credibility while setting a new standard for the industry.
I loved reading this because I’m such a fan of The Ordinary, especially their hyaluronic acid. It seriously saved my skin during winter. I remember when this brand completely took over TikTok during Covid and everyone was suddenly obsessed with learning ingredients. This campaign fits their whole vibe so well, and I like how you explained the science-first angle without making it feel boring. It’s really cool seeing a brand call out unrealistic beauty standards instead of adding to them. Such an interesting post!
You did a great job breaking down and clearly explaining how The Ordinary’s simple, science-driven approach works and how consistent the messaging is across all platforms. You also made a really good point about the campaign feeling more like education than advertising. This is really important in an industry of overhyped promises. I also appreciated how you mentioned the potential downside, its clinical style could overwhelm people who just want quick and straightforward skincare advice. Overall, your analysis is balanced and easy to follow. Great insights!
I really enjoyed this article! As skincare/makeup lover, I’m very familiar with The Ordinary brand, but haven’t looked much into their marketing itself. Their scientific and blatant marketing (shown in the photo from the post) breaks down their products/purpose easily to their consumers. Great work!
Avery, I loved this topic choice! As a lover of The Ordinary, I really enjoyed seeing the breakdown of the brand. Honestly, reading about their honest and science-based campaign makes me want to purchase it more. I tend to purchase products that are clean, simple and honest, and your blog made me understand where The Ordinary stands in this market!
hello!
this post is super cool, you did a great job explaining how and why brands like this succeed and how the minimalist packaging isn’t just trendy, its based on their story of science-informed skincare. This made me care about the human side of a brand I love because it showed me that they care about challenging the standard narrative about perfect skin and spending money, it made me realize how intentional choices brands make even when consumers dont realize it, most of the time they dont.