The Ordinary: The Abnormal Era of Skincare
Molly Mittal
THE ORDINARY
The Abnormal Campaign
Client: The Ordinary
Project Type: Creative Campaign Concept & Visual Design
Objective: Drive brand reappraisal and deeper engagement among skincare enthusiasts seeking real, visible results
Target Audience:
Skincare lovers who crave routines with purpose
People searching for effective, affordable solutions to daily skin and hair concerns
Audiences who want to look flawless—by trusting in real science, not hype
Campaign Insight:
The Ordinary has always stood for transparency and science-backed skincare. But in a world full of over-promising beauty narratives, we leaned into what made them different: their commitment to results, science, and simplicity.
We flipped the script and created the “Abnormal Campaign”, an unexpected, own able platform that breaks the noise while staying true to the brand’s DNA.
Creative Concept:
Instead of aspirational fluff, we embraced “The Abnormal”, a bold, slightly tongue-in-cheek reframe of science as rebellion. Each visual highlighted a specific concern and solution through Ordinary’s product line.
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Posted Jul 9, 2025
The campaign resonated with The Ordinary’s loyalists and new users alike, celebrating real people, real results, and the power of being different.
