The Truth Is Ordinary: The Marketing Strategy Behind GF 15% & Skincare Myth-Busting

The Ordinary started 2025 with a bold new launch—its GF 15% Solution—but the brand didn’t stop there. Alongside this product, they introduced “The Truth Should Be Ordinary”, a campaign designed to debunk skincare myths and put science over marketing hype.

Let’s dive into what they’re doing, why they’re doing it, and how it’s working for them.

The Ordinary – A Quick Backstory

If you’re not familiar with The Ordinary, here’s what you need to know:

• Affordable, science-backed skincare – High-quality formulations at accessible prices.
• Transparency-first approach – No unnecessary fillers, misleading claims, or luxury markups.
• Industry disruptor – Focuses on clinical efficacy, not trendy buzzwords.

This no-nonsense philosophy has earned The Ordinary a cult following. Now, with The Truth Should Be Ordinary campaign, they’re doubling down on their commitment to education and science-first marketing.

Now that's established , lets take a look at The truth should be ordinary campaign .

The Free Digital Archive – A Game Changer for Skincare Education

One of the most groundbreaking aspects of this campaign is The Ordinary’s free digital archive of research papers.

Why This Matters:

1. Educational Hub – Offers real scientific evidence on key skincare topics.
2. Myth-Busting Power – Challenges common misconceptions, like the truth about animal testing.
3. Brand Differentiation – Positions The Ordinary as a leader in science-backed skincare rather than just another beauty brand.
4. Trust & Credibility – Transparency builds long-term customer loyalty.

This initiative isn’t just about selling products—it’s about empowering consumers with knowledge.

Minimalist, Science-Driven Advertising – Standing Out with Simplicity

The visual identity of this campaign follows The Ordinary’s signature black-and-white aesthetic, reinforcing clarity, truth, and transparency.

Instead of glossy, airbrushed beauty ads, The Ordinary uses:
✔ Bold, text-only messaging to present facts without distractions.
✔ Straightforward, science-backed statements that challenge misleading beauty claims.
✔ A no-frills, educational tone that appeals to science-savvy consumers.

Where You’ll See These Ads

• Billboards & Posters – In high-traffic urban areas.
• Digital & Print Media – Featured in beauty, science, and lifestyle publications.
• Social Media – Designed for maximum engagement and shareability.

Why This Works:

✔ Breaks through the noise – In a saturated beauty market, simplicity grabs attention.
✔ Boosts credibility – A fact-driven approach positions The Ordinary as a trustworthy leader.
✔ Encourages engagement – Thought-provoking statements spark online discussions.
✔ Targets the right audience – Appeals to consumers who value science over marketing fluff.

Multi-Channel Marketing – Reaching Consumers Everywhere

A multi-channel strategy ensures The Ordinary’s campaign reaches diverse audiences in different ways.

Their Key Marketing Channels:

• Billboards & Outdoor Ads – Capturing attention in high-traffic areas.
• Social Media (Instagram, LinkedIn, Twitter/X, TikTok) – Engaging with beauty lovers, professionals, and researchers.
• Website & Blog Content – A central hub for in-depth skincare education.
• Email Marketing – Keeping subscribers informed about new research and product insights.
• Print Media (Magazines, Newspapers) – Reaching beauty enthusiasts & professionals. Industry & Influencer Collaborations – Partnering with dermatologists, chemists, and beauty educators.

Why This Works:

✔ Maximizes reach – Different audiences consume content in different ways.
✔ Creates consistency – The same science-backed message is reinforced everywhere.
✔ Drives traffic – Each channel directs users back to the digital archive and brand platforms.
✔ Encourages engagement – From in-depth blog posts to quick social media snippets, The Ordinary meets consumers where they are.

Engaging with the Public & Influencers – Building Conversations That Matter

Lastly The Ordinary isn’t just pushing information—they’re actively engaging with their audience to build trust and spark discussions.

How They Engage Consumers:

• Social Media Conversations – They challenge myths and invite debates.
• User-Generated Content (UGC) – They feature real discussions, comments, and testimonials.
• Viral Effect – Their bold, fact-driven statements naturally spread online.

How They Engage Experts & Influencers:

• Collaborating with Dermatologists & Scientists – Experts validate their claims and explain research.
• Partnering with Beauty Educators – Influencers create fact-based content, rather than just promotions.
• Hosting Q&A Sessions & Webinars – Live discussions on platforms like Instagram, YouTube, and LinkedIn.

Why This Works:

✔ Builds credibility – Partnering with experts boosts trust and authority.
✔ Increases organic reach – Engaged audiences naturally share and discuss the campaign.
✔ Enhances brand loyalty – Consumers appreciate genuine, two-way interactions.

What Can You Learn From This? (How to Apply The Ordinary’s Strategy to Your Marketing)

Want to elevate your brand’s marketing strategy? Here’s how to apply these principles:

1. Educate, Don’t Just Sell – Share myth-busting, science-backed content to build trust.
2. Minimalist, Impactful Messaging – Use clear, bold statements that challenge industry norms.
3. Multi-Channel Presence – Combine social media, influencers, and offline ads for maximum reach.
4. Engage & Spark Conversations – Encourage discussions, expert collaborations, and user-generated content.
5. Differentiate Through Transparency – Cut the fluff and give your audience real value.

The Takeaway

The Ordinary’s The Truth Should Be Ordinary campaign is more than just a product launch—it’s a movement towards science-driven, transparent skincare marketing.

• It educates instead of selling.
• It prioritizes facts over flashy ads.
• It engages audiences instead of just broadcasting messages.

If you want to create a marketing campaign that truly resonates, take inspiration from The Ordinary’s bold, transparent approach.

🚀 Want to implement these strategies for your brand? Get in touch with us, and let’s create a campaign that lasts!