Beauty brand The Ordinary bares the truth for bold product launch /

Skincare’s secret sauce / The priciest item in The Ordinary’s lineup is its Multi-Peptide + Copper Peptides 1% Serum, priced at £28.90 ($36). As a budget-friendly brand, scepticism about its effectiveness is natural, but this campaign smartly shuts down doubts, earning trust from beauty novices and experts alike.

There’s a common beauty myth that more money means better results. Take the coveted Crème de la Mer. According to the product description, when used daily, skin will appear more uplifted, firmer and smoother, with reduced fine lines and wrinkles. This so-called miracle worker can be sampled from 15ml for £85 ($106) up to a 500ml tub for a whopping £2,160 ($2,706).

What makes this cream so transcendent? Who knows. On BBC Radio 4’s podcast series, Sliced Bread, which investigates the truth behind claims made about trends, London-based consultant dermatologist Emma Wedgewood stated that since Crème de la Mer’s formulation involves patented and potentially trade-secret ingredients, it’s difficult for outsiders to judge how much of its magic is science versus marketing.

This secrecy isn’t unique to La Mer. In fact, certain laws actively protect beauty brands from full transparency. In the US, brands must include all ingredients in the ingredient list; however, ‘trade secret’ ingredients don’t have to be individually disclosed, a convenient loophole for luxury formulations.

But The Ordinary is known for keeping things super transparent, and this campaign reinforces that. As a brand that sells raw skincare ingredients like niacinamide with added zinc or cold-pressed rose hip seed oil, it doesn’t rely on long, cryptic ingredient lists to create an air of exclusivity. Instead, this campaign educates consumers on skincare myths and ingredients, proving that The Ordinary knows its stuff and is backed by scientific evidence. Making the digital archive free and accessible to everyone not only informs but also demonstrates that effective skincare does not require a luxury price tag or a mysterious ingredient.

Don't be a sheep / The Truth Should Be Ordinary defies typical beauty marketing expectations. While promoting The Ordinary’s new product, the campaign does more than showcase a product – it repositions the brand from a product-driven company to a thought leader, shaping industry standards instead of just following them.

This campaign aligns neatly with The Ordinary’s previous efforts to disrupt beauty norms. For instance, in October 2024, we covered how the brand launched a pricing experiment to make skincare more accessible during the cost-of-living crisis. Customers could pay full price, 23% off, or 40% off on select products, giving them the power to decide based on their economic circumstances.

Both campaigns champion transparency and reflect The Ordinary’s commitment to authenticity and openness, values at the heart of the brand’s identity. They reinforce the company’s distinct approach within the beauty industry while deepening its connection with the community.