The Periodic Fable.
Skincare brand The Ordinary built a periodic table with zero science, replacing the chemical elements with 49 marketing buzzwords such as 'miracle' and 'medical grade'.
- العلامة التجارية
- The Ordinary
- الوكالة
- Uncommon Creative Studio
- السوق
- المملكة المتحدة، الولايات المتحدة، كندا
- المنطقة
- عالمي
- السنة
- 2025
التحدي
Skincare marketing leans on unregulated, science-sounding words. Famous Campaigns reported that 51% of UK skincare shoppers are more likely to trust a product described as 'luxury', and that one in ten US shoppers would pay $75 more for 'rare ingredients'.
الفكرة
'The Periodic Fable is a scientific table with zero science,' Uncommon's D&AD entry explains; it 'replaces chemical elements with 49 skincare marketing buzzwords, separating fact from fiction'. The elements include 'magic', 'fat freezing' and 'medical grade'. A dystopian film directed by Olivia De Camps for Smuggler shows a hypnotised classroom copying viral skincare trends, and the table ran across outdoor, social and influencer channels in the UK, US and Canada, with a clickable version on The Ordinary's site explaining each term.
مصدر دراسة الحالة: D&AD المصدر ↖
الجوائز
- Cannes Lions 2026Health & Wellness Lionsالجائزة الكبرى
- Cannes 2026: Silvers in Outdoor and Direct, and a Bronze in Design
- D&AD 2026: Black Pencil in Art Direction, two Yellow Pencils, two Graphite Pencils and four Wood Pencils
فريق العمل
- شركة الإنتاج
- Smuggler
- المخرج
- Olivia De Camps
- الإعلام
- Quan Media
- العميل (The Ordinary's parent company)
- DECIEM
