In conjunction with the launch of its GF 15% Solution, the skincare brand The Ordinary released a campaign to confront the beauty industry and make its secrets available to everyone. Developed with the help of Uncommon Creative Studio, the initiative brings to the public eye a digital archive that delivers “truth drops” concerning the industry.
With no paywall limitations, “The Ordinary is set to shake up big beauty like never before, releasing a series of white papers, accessible to all, that dispel common disbeliefs and mistruths that surround the industry,” explains the studio.
The Truth Should Be Ordinary digital platform is a free-to-access library, inviting consumers to discover a series of scientific papers to learn more about industry topics such as parabens, animal testing, natural ingredients and much more. Seven white papers are currently available on the newly launched website with more to be added in the coming months.
“The Truth Should Be Ordinary website is a natural next step in our mission to challenge industry norms. Today, skin care consumers are more informed than ever, yet, access to credible scientific information is often restricted by paywalls or obscured by marketing jargon. By launching this platform now, we aim to break down barriers to scientific understanding, empowering everyone to make educated decisions. With open access to resources, we hope to counter misinformation by providing science-backed truths in a way that is clear, digestible and freely available to all,” Amy Bi, Global Vice President, Brand, The Ordinary, told Cosmetics Business.
Alongside the webpage, the studio created a series of black-and-white images depicting facts published on the platform in the form of “Truth Drops.” Available across press, outdoor, and social, the images deliver the truths following a simple design, staying true to the brand’s monochrome color palette and minimalist aesthetics.
With this initiative, The Ordinary addresses chemists and scientists, inviting them to further contribute to the project and forward their papers. Simultaneously, the skincare company will fund access to consumers with no paywall limitations with the goal of creating a rich collection of open resources. Because, “open sources mean more consumer trust, community knowledge, and a push toward a more transparent, and forward-thinking industry,” concludes the studio.
CREDITS
Brand: The Ordinary
Creative Studio: Uncommon
