The Ordinary & Uncommon publish free digital archive decoding industry mistruths in provocative new campaign
The papers they thought you’d never see. The product they thought could not exist.
Access the free archive: https://thetruthshouldbeordinary.com/
Skepticism has long existed surrounding science, specifically access. If we are all made to believe through celebrity-driven marketing that skin care is a ‘magical miracle’ — why have the inner workings not been revealed to the public up to now?
There’s a growing belief that we should just ‘buy’ and ‘trust’ — knowing the ingredients. Inner lab ‘secrets’ are never transparent but shrouded in a marketer’s playbook. For too long, the cosmetics industry has gatekept access therefore, blocking progress in scientific advancements that could be shared with their community.
‘THE WIKILEAKS OF BEAUTY’
In partnership with Uncommon Creative Studio, skincare disruptor The Ordinary, is set to shake up big beauty like never before, releasing a series of white papers, accessible to all, that dispel common disbeliefs and mistruths that surround the industry.
A searchable, digestible resource, with the original papers and explainers from scientists will be available worldwide this January. The Ordinary is known for being transparent with ingredient percentages, packaging labels, non-use of celebrities within marketing, and putting facts in the hands of the people.
To spread news of the democratization of the beauty industry’s best kept secrets, The Ordinary and Uncommon created a digital archive — free and avaliable for anybody to access — unveiling striking truths about the industry’s most critical and misunderstood topics including parabens, ‘natural’ skincare, animal testing and more.
To support and amplify these important findings — Uncommon created an iconic series of imagery — each taking one truth from the digital archive and bringing it to life with striking black and white art direction. These visuals will be shown across press, outdoor and social — all with a call to action to drive traffic to the webiste and raise awareness of the research.
Access the free archive: https://thetruthshouldbeordinary.com/
MORE ABOUT THE FINDINGS
A few takeaways that might surprise you — parabens are not, in fact, dangerous, natural ingredients can be toxic, the aluminum in your deodorant isn’t harmful and mineral and chemical sunscreens are essentially the same.
For years paywalls have been the gatekeepers of this important information, information that could change an entire industry. They have been known to block progress and create consumer unease when it comes to gathering one’s knowledge about consumer goods.
MORE ABOUT THE NEW PRODUCT LAUNCH
The Ordinary is known to break the status quo, but in 2025 access becomes their mission. How can science be understood if it is not accessible? The Ordinary exists to provide truths, the simple truth that single-ingredient formulations are viable by challenging the assumptions of an entire industry. The truth that a breakthrough innovation can be accessible. The truth that pricing should be determined by cost and as the champion of doing everything differently, it feels apt that The Ordinary is the brand to break down the barriers once again.
This launch goes beyond just a product as the brand has committed to releasing more papers as a result of unlocking access in combination with their GF 15% Solution launch. The brand is opening up its new site to chemists and scientists all over the world, encouraging them to put forward their papers, and will fund access to consumers with no paywall limitations to create a plethora of open sources. Open sources mean more consumer trust, community knowledge, and a push toward a more transparent, and forward-thinking industry.
Science for free. Finally.
MORE ABOUT UNCOMMON:
Seven years in, Uncommon continues to make striking and awarded work, winning Gold at Cannes last year, while driving cultural conversation on behalf of the studio’s clients. In 2024, the studio was included among Fast Company’s 50 Most Innovative Companies across all industries globally; ranking number one in Advertising and Marketing. The studio was built to be on the receiving end of the most important and influential briefs of our time — across advertising, design, experience, entertainment and beyond.
The studio now boasts offices on three continents — London, New York & Stockholm — and has built a successful portfolio partnering with many of the world’s most renowned and creatively ambitious brands including British Airways, SiriusXM, ITV, WWF, Supercell, Quaker Oats, Formula E and most recently the new brand identity and global launch for EA SPORTS FC — coined as one of the biggest rebranding exercises in entertainment history by BBC News.
CREDITS:
Project Name: The truth should be ordinary
Client: The Ordinary
Creative Studio: Uncommon
