""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."
""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."
The Ordinary launched the Periodic Fable campaign to expose misleading skincare buzzwords and clarify common ingredient claims. The campaign pairs uncanny, hyper-surreal visuals with analysis of viral terms such as "poreless," "medical grade," and "wrinkle erasing." A periodic-table-style tool on the brand website lists common marketing terms and highlights their lack of scientific backing. The initiative emphasizes transparency, ingredient-focused products, and science-backed formulations to empower consumer decision-making. The campaign challenges industry marketing tactics and offers educational resources designed to reframe how beauty claims are evaluated.
Read at Hypebae
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