CREDIT: THE ORDINARY / UNCOMMON CREATIVE STUDIO / SMUGGLER

‘ The Periodic Fable’ is taking on misleading health and beauty marketing. Launched by skincare brand The Ordinary, the Cannes Lions winning campaign critiques the beauty industry’ s overreliance on misleading pseudoscience, such as‘ wrinkle-erasing’ or‘ poreless’.

Developed with Uncommon Creative Studio, the campaign replaces the elements on the periodic table with 49 standard marketing buzzwords, encouraging consumers to prioritise actual ingredient data – rather than empty promises.

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