What's Happening?
The Ordinary, a skincare brand owned by Deciem, has launched a campaign called The Periodic Fable to address misleading marketing jargon in the beauty industry. The campaign reimagines the scientific periodic
table by replacing chemical elements with beauty buzzwords, highlighting 49 'elements with zero science.' The Ordinary claims these buzzwords mislead consumers into purchasing products based on unscientific promises. The campaign includes a dystopian-style video depicting skincare users trapped in a cycle of viral trends, emphasizing the need for transparency in beauty marketing. The Ordinary has also launched a website to further educate consumers on these misleading terms.
Why It's Important?
This campaign is significant as it challenges the prevalent use of unscientific marketing language in the beauty industry, which can mislead consumers and affect purchasing decisions. By promoting transparency, The Ordinary aims to shift industry standards towards more honest and scientifically-backed product claims. This could lead to increased consumer trust and potentially influence other brands to adopt similar practices. The campaign also highlights the broader issue of consumer protection and the need for regulatory oversight in marketing practices, which could have implications for industry standards and consumer rights.