The Ordinary is calling out the beauty industry’s pseudo-scientific nonsense, with a campaign that turns the periodic table against it.
Created by Uncommon Creative Studio, “The Periodic Fable” replaces traditional chemical symbols with 49 buzzwords commonly found in skincare marketing, from “miracle” to “medical” to “anti-aging.” The result is a powerful visual metaphor for how science is often used as decoration, not foundation, in the cosmetics world.
At the heart of the campaign is a haunting short film directed by Olivia De Camps, where students recite these empty words while performing viral skincare gestures, until one suddenly stops, breaking from the trance. It’s a striking commentary on how marketing narratives shape not only what we buy but also how we think and behave.
Beyond the film, “The Periodic Fable” extends into an interactive online experience where users can click on each term to uncover its actual meaning, or lack thereof. The campaign is rolling out across the UK, US, and Canada through digital, social, and OOH placements, reinforcing The Ordinary’s ongoing mission to make cosmetic science transparent and accessible.
“Consumers have the right to know what they’re buying, and which words are just marketing tactics,” said Amy Bi, the brand’s VP. The campaign builds on The Ordinary’s earlier platform, “The Truth Should Be Ordinary,” which made scientific studies about skincare ingredients publicly available.
By blending aesthetics, education, and activism, The Ordinary turns advertising into an act of transparency, proving that a beauty brand can engage without exaggeration. In an industry obsessed with transformation, The Ordinary stands out for championing honesty.
In other words: beauty doesn’t need magic words, just the truth.
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