The Periodic Fable Exposes Beauty Claims
The Ordinary and Uncommon Take Aim at Beauty Industry’s Buzzword Problem with Surreal New Campaign.
The beauty industry has long been fuelled by seductive — and often misleading — marketing jargon. From “medical grade” retinols to serums promising “eternal youth,” such phrases are designed to entice, and they work. Research shows 51% of UK skincare shoppers are more likely to trust products labelled “luxury,” while 10% of US consumers would pay up to $75 more for items boasting “rare ingredients.”
Skincare brand The Ordinary is challenging this language with The Periodic Fable — a “scientific table with zero science” that replaces chemical elements with 49 common beauty buzzwords. The aim: to separate fact from fiction and push for greater transparency in the industry.
Created by Uncommon Creative Studio, the campaign launches with a striking, dystopian short film directed by Olivia De Camps and produced by Smuggler. Set in a classroom, students appear hypnotised as they perform viral skincare trends — from “morning shed” routines to “ice rolling” — chanting the table’s “elements” in choreography inspired by sculpting massage techniques. The spell breaks when The Periodic Fable™ is revealed, prompting one student to remove their blindfold and step toward the projection.
“This is the truth serum the beauty industry has been avoiding for decades,” says Nils Leonard, co-founder of Uncommon. “It’s a powerful teaching tool with the potential to rewrite the industry’s mistruths in minutes.”
Amy Bi, VP of brand at The Ordinary, adds: “Consumers have the right to know exactly what they’re purchasing — and which words are nothing more than marketing tactics. The Periodic Fable conveys that message with clarity and impact.”
Launched globally today, the campaign features bold OOH placements showcasing the “elements” in high-profile locations, influencer activations across the UK, USA, and Canada, and a dedicated landing page where users can click each buzzword to learn why it’s misleading.
