Popular beauty brand The Ordinary has been making waves in the industry with its recently launched global campaign that breaks the norms of skincare advertising, which usually uses celebrities or models.
Central to The Ordinary’s latest campaign with creative agency Uncommon is its minimalist out-of-home (OOH) ads that show text rather than visuals, preferring to let the public in on the science behind its products with a touch of humor.
An Uncommon spokesperson spoke on the new initiative, saying it “represents the brand’s latest step toward changing the perception of the beauty industry by offering a voice of transparency alongside well-known, high-quality formulations at a sensible price."
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What adds to the billboards’ uniqueness is that they don’t even fill up the entire ad space or use colorful and eye-catching fonts, choosing only to use some parts with black-and-white images and texts.
True to this message, one of its billboards writes: "Someone said working with celebrities would be good for our brand. But we couldn't find one with a degree in biochemistry."
Commitment to Science-Backed Skincare
The campaign showcases The Ordinary’s ethos, evident in its product names and simple packaging, and the brand's essence centered on science being the foundation of everything it produces.
“People find it odd that we don’t name our products. We tried it once. But scientists are terrible copywriters. So we stuck with Hyaluronic Acid,” one billboard reads.
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It also explains how and why they use chemicals in their products, debunking the basis of all-natural skincare brands.
The Ordinary’s campaign exemplifies that sometimes, clean and simple ads, as well as clear messaging, are what catch the audience's attention.
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