"In a market flooded with 10-step routines and viral beauty trends, The Ordinary is taking a bold stance against misleading marketing. In its latest ad, 'The Periodic Fable,' the brand replaces scientific elements with 49 common beauty buzzwords, showing consumers what products actually promise versus what they claim. The campaign comes alive through a surreal classroom film created by Uncommon Creative Studio."
"Launched globally, the campaign features striking static and motion out-of-home showcasing the 'elements' in prominent sites, and influencer activity in the UK, the USA and Canada. A dedicated landing page allows consumers to interact with the Periodic Fable, clicking on each element to find out exactly why they are misleading. Students appear hypnotized, performing viral skincare rituals from morning shedding to ice rolling, with choreography inspired by sculpting massage techniques."
"We're incredibly proud of the work we do for The Ordinary, a brand that continues to push the boundaries in the pursuit of its purpose. The Periodic Fable is the truth serum the beauty industry has been avoiding for decades. 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."
The Ordinary replaces scientific elements with 49 common beauty buzzwords to expose the gap between product promises and claims. The Periodic Fable film stages a surreal classroom where students perform viral skincare rituals and sculpting-inspired massage choreography, culminating in an awakening when a Periodic Fable table is revealed. Uncommon Creative Studio produced the film, and Nils Leonard calls the table a truth serum and a teaching tool that could rewrite industry mistruths using science. The campaign launched globally with striking static and motion out-of-home, influencer activity in the UK, USA and Canada, and an interactive landing page where each element explains why it is misleading.
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