The Periodic Fable

The Periodic Fable™ is a scientific table with zero science that shines a light on industry mistruths created by skincare brand The Ordinary. It replaces chemical elements with 49 skincare marketing buzzwords, separating fact from fiction and highlighting the need for transparency in trend-led, overconsumption-driven culture. Extending into a surreal classroom film of students performing beauty routines, spanning OOH, social and influencer activations, reinforcing The Ordinary’s commitment to radical transparency.