The Ordinary calls out skincare lies with ‘The Periodic Fable’
The Ordinary launches a bold campaign spotlighting overhyped beauty jargon
Consumers are tired of miracle claims and mythologized skincare. Now, one of the industry’s most vocal skeptics is calling it out.
The Ordinary, known for its ingredient-first approach, has launched a campaign called "The Periodic Fable." It serves as a counter-narrative to overhyped skincare language, introducing a “scientific table with zero science.” The chart features 49 buzzwords like “poreless” and “wrinkle erasing,” offering a satirical yet strategic critique of how beauty products are often marketed.
This article unpacks the campaign and what it means for marketers navigating brand trust in today’s beauty landscape.
Short on time?
Here is a table of content for quick access:
- A campaign that cuts through the gloss
- Reclaiming science in skincare marketing
- What marketers should know
Patrecia Meliana
A campaign that cuts through the gloss
At the core of the campaign is a 60-second film set in a minimalist classroom. Students dressed in white chant familiar beauty promises while performing literal versions of product claims, like rubbing ice on their faces for “fat freezing.” The pacing accelerates until the lights go out, leaving a screen that reads: “We’ve been taught beauty wrong. It’s time we all learnt the truth.”
The Ordinary finishes the message with the campaign’s title, a bold declaration that the beauty industry needs a reset.
Reclaiming science in skincare marketing
The Ordinary is no stranger to challenging norms. With “The Periodic Fable,” the brand takes aim at the pseudo-scientific language that fills product labels and ad copy. The table of terms isn’t just a gimmick. It’s a direct response to the way “science” has been co-opted by marketing teams to justify inflated claims or fear-based messaging.
Rather than promise miracles, the campaign focuses on realism. It reminds audiences that true skincare progress comes from clear ingredients and proven benefits, not emotionally charged taglines.
For marketers, the message is clear: transparency is more than a buzzword. It is fast becoming a competitive advantage.
What marketers should know
Here are three takeaways for marketers in the skincare and beauty space:
1. Transparency is a growth strategy
More brands are finding that honesty drives loyalty. The Ordinary’s latest campaign shows that building trust doesn’t require flashy packaging or inflated benefits. It requires clarity, consistency and a willingness to speak directly to consumer skepticism.
2. Satirical storytelling works
By using satire to highlight common beauty claims, the campaign lands its message without sounding condescending. For marketers, it’s a reminder that storytelling doesn’t have to be serious to be powerful. Done right, humor can spark deeper conversations.
3. Science-washing is a growing liability
Brands that lean too hard on scientific jargon without substance are becoming targets for consumer backlash. Shoppers today are equipped with ingredient knowledge and are quick to spot exaggeration. Claims need to be backed by real data, not just trend-chasing buzzwords.
Why this campaign fits a bigger shift
The Ordinary isn’t the only brand pushing back against outdated beauty narratives.
Kiehl’s recent “Pubic Display Type” campaign used typography made from real human pubic hair to challenge taboos around intimate care. Dove launched #NewYearsUnresolution to help women ditch unrealistic beauty standards, encouraging audiences to tear up toxic goals like “no more wrinkles.”
These campaigns speak to a cultural shift. Beauty marketing is no longer just about aspiration. It's moving toward empowerment, realism and self-acceptance.
For marketers, this shift unlocks new creative possibilities. Audiences are ready for brands that respect their intelligence and reflect their reality.
The Ordinary’s “Periodic Fable” isn’t just a clever play on skincare science. It’s a sharp critique of how the industry sells beauty. And for marketers, it’s a signal that trust and truth are fast becoming the new luxury.
As more brands get called out for overpromising, those that lead with transparency will stand out. This campaign shows that challenging the status quo can be more than a statement—it can be a strategy.
