The Ordinary dismantles the myths of the cosmetic industry with scientific evidence in its new campaign

Jane Anderson
Jane Anderson
The Ordinary dismantles the myths of the cosmetic industry with scientific evidence in its new campaign

The beauty industry has traditionally been surrounded by a certain secretism. Knowing the ingredients of a product that we apply to our skin or our hair is not always an easy task, and less approach the truth of some of the statements about its effects. This is something that the brand The ordinary It has proposed to shed light in your new campaign.

The ordinary seeks to combat misinformation in the sector to make it more transparent

From the hand of the agency Uncommon Creative Studio has launched “The Truth Should Be Ordinary” (The truth must be common), with which it seeks to expose the truths of the cosmetic industry. He has created a repository of informative articles, a kind of “beauty wikileaks”; in which it dismantles the myths on which the sector has erected with the intention of dissipating incredulities and falsehoods.

Taking as a reference scientific and technical reports, The brand has created a series of informative articles and videos with a simpler and more common language with the intention of being accessible and understandable throughout the public. TOYes, on the website created for the campaign, for example, the presence of aluminum in deodorants or if some ingredients, however natural they may be, can also be harmful.

In this way, The Ordinary, which Promotes transparency Regarding the composition of its products, it seeks to publicize the “best saved secrets” of the industry. The web space has been active since January 22 for free, and articles include a link to the reference report and a video starring company professionals.

The website also includes a manifesto on the initiative. The brand explains, in a parallel with a cosmetic product, that The Truth Should Be Ordinary is “A solution designed not to correct acne or redness, but myths. And in doing so it shows everyone a more honest path” The intention of the platform is fight misinformation, promote transparency and make innovation more accessible.

To publicize the initiative, as part of the campaign, a series of minimalist style graphs have been created that move some of the findings that are exhibited on the website. The pieces expose myth and reality in text, and combine images of The Ordinary product with others in black and white.

In addition, the campaign also makes the launch of the new serum of the brand, the 15% solution, which the brand indicates that it has three technologies that help minimize and repair the visible damage of the skin to regenerate the appearance of the appearance of aging skin on the face and neck.

More info.: The Truth Should Be Ordinary