Client: The Ordinary
The Periodic Fable™ turned The Ordinary’s transparency values into a permanent, open-source public education tool, and a raft of thumb-stopping, category-redefining content that created a movement within the beauty community. Working with its scientists, the brand catalogued 49 widely used but scientifically unsubstantiated beauty marketing terms - from 'medical grade' to 'fat freezing' - into a reimagined Periodic Table of industry fiction. The campaign launched globally across social, out-of-home, and via a digital content platform, generating press coverage in 24 countries globally, a five-fold increase in social followers, 4.6x increase in social engagements, and a 10.4% increase in purchase intent among US women - a core audience group - all while shifting how consumers interrogate beauty claims.
