The Ordinary
The Ordinarily Pink
Challenge
The Ordinary’s clinical branding and scientific product names made skincare feel intimidating for younger audiences. The challenge was to maintain credibility while making the brand more accessible, human, and engaging.
Insight
Gen Z doesn’t just want affordable skincare. They want brands that teach, guide, and simplify. They value transparency but expect it delivered in a way that feels approachable, relatable, and community-oriented.
Strategy
Reframed The Ordinary as a “skincare translator,” using simplified language and storytelling to make science approachable while reinforcing the brand’s core value of honesty.
