The Ordinary debunks scientific myths

The Estée Lauder-owned brand is launching The Periodic Fable^™, a bold campaign that exposes misleading beauty claims. The Ordinary has created 49 fictional "elements" to highlight empty terms such as "eternal youth" and "poreless", which are used to sell products with no scientific backing. True to its commitment to transparency and simplicity, The Ordinary invites consumers to choose science over slogans. The campaign is supported by a video and out-of-home advertising.