Estée Lauder brand The Ordinary is aiming to lift the lid on how the beauty industry lures consumers in with misleading marketing words and phrases, with the launch of The Periodic Fable, which swaps elements for 49 beauty marketing buzzwords, to separate fact from fiction.
It exposes the folly of terms like ‘medical grade’ retinols and serums that promise ‘eternal youth’, which are hoodwinking consumers. In fact, more than half (51%) of UK skincare shoppers are more likely to trust a product described as ‘luxury’, and one in 10 of their US counterparts would splash out a hefty $75 more on a product that has ‘rare ingredients’.
Created by Uncommon Creative Studio, the campaign is brought to life through a dystopian film. Produced by Smuggler and directed by Olivia De Camps, it depicts a classroom of students who appear to be hypnotised re-enacting some of the viral skincare trends that dominate our social feeds – including the ‘morning shed’ to ‘ice rolling’ – chanting a series of ‘elements’, with choreography inspired by sculpting massage techniques.
The film concludes with a moment of awakening as The Periodic Fable appears in front of the class, with one student ripping off their blindfold and nose plug while walking towards the projection.
Running globally, The Periodic Fable campaign features static and motion OOH showcasing the ‘elements’ in prominent sites, and influencer activity in the UK, US, and Canada. A dedicated landing page allows consumers to interact with the Periodic Fable, clicking on each element to find out exactly why they are misleading.
The Ordinary vice-president of brand Amy Bi said: “Transparency and truth are at the heart of everything we stand for, but communicating this in new, interesting ways is no easy task.
“When Uncommon presented The Periodic Fable to us, we instantly loved its ability to convey our message so clearly, but with such impact. Consumers have the right to know exactly what they’re purchasing, but also what words and phrases are ultimately nothing more than marketing tactics.”
Uncommon Creative Studio co-founder Nils Leonard added: “We’re incredibly proud of the work we do for The Ordinary, a brand that continues to push the boundaries in the pursuit of its purpose.
“The Periodic Fable is the truth serum the beauty industry has been avoiding for decades. 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.”
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