The Ordinary introduces its new campaign, “Periodic Fable,” a project that aims to expose misleading buzzwords and marketing phrases within the beauty industry. Built on the brand’s foundation of transparency and scientific integrity, the campaign challenges vague skincare claims and the terminology that often confuses consumers.
As ingredient awareness grows, skincare fans increasingly prioritize formulas over brand names. This shift has created a more informed audience, one that values knowledge and accuracy. The Ordinary uses this momentum to expand its educational mission, confronting the exaggerated promises and misleading language that have become standard in beauty advertising.
Through “Periodic Fable,” the brand questions the validity of commonly used skincare terms. The campaign features surreal, visually striking imagery to draw attention to buzzwords such as “poreless,” “medical grade,” and “wrinkle erasing.” Each word is dissected for its lack of scientific foundation, reminding consumers that many claims rest more on marketing than fact.
To accompany the campaign, The Ordinary unveiled its own “periodic table” on its website. Modeled after the scientific chart, it categorizes popular beauty terms instead of elements, breaking down what each means, and often, what it doesn’t. The tool provides users with clear explanations of overused skincare vocabulary, revealing how certain terms lack measurable evidence. The concept offers a straightforward way to understand beauty marketing through the lens of science, encouraging critical thinking about the products people use daily.
Amy Bi, VP of The Ordinary, emphasized that transparency remains the brand’s driving force. She stated that consumers deserve clarity about what they purchase and that marketing should not rely on confusion or misdirection.
The creative direction of “Periodic Fable” comes from Uncommon Creative Studio, whose co-founder Nils Leonard described the project as an educational platform capable of changing how beauty communication works.
With “Periodic Fable,” The Ordinary transforms education into action. Through vivid visuals and science-backed insight, the campaign challenges misinformation and encourages informed choices. It continues the brand’s mission to make science clear and redefine honesty in beauty.
