What's Happening?
The Ordinary, a skincare brand owned by Deciem, has launched 'The Periodic Fable' campaign to address misleading marketing jargon in the beauty industry. The campaign features a reimagined periodic table,
substituting chemical elements with beauty buzzwords that lack scientific backing. The Ordinary aims to raise awareness about the use of terms like 'poreless' and 'eternal youth' that can mislead consumers. The campaign includes a dystopian-style film and a dedicated website, encouraging consumers to explore the 'elements' and understand the science behind beauty products.
Why It's Important?
The Ordinary's campaign highlights the ongoing issue of misleading marketing practices in the beauty industry, which can lead to consumer confusion and unrealistic expectations. By challenging these practices, The Ordinary is advocating for transparency and science-based product claims. This initiative could influence other brands to reconsider their marketing strategies and prioritize consumer education. As consumers become more informed, they may demand greater accountability from beauty brands, potentially leading to industry-wide changes in how products are marketed and sold.
What's Next?
The Ordinary's campaign may prompt discussions within the beauty industry about the ethical implications of marketing language and the importance of scientific validation. Brands could face increased pressure to provide clear and accurate information about their products, potentially leading to regulatory scrutiny. The success of 'The Periodic Fable' campaign could inspire similar initiatives from other brands, fostering a culture of transparency and consumer empowerment. As the campaign gains traction, The Ordinary may continue to develop educational resources to further support consumer understanding.