The Ordinary
“This is Beauty”
If you type the word “beauty” into Google, you’ll see a series of images of attractive models. But is this all there is to beauty? At the Ordinary, we think the answer is more nuanced than that. Beauty is confident, dignified, and can come in all shapes and sizes.
So, let’s change the perception.
In a global social, online, and OOH campaign, The Ordinary will shift the cultural perception of what it means to be beautiful, once and for all.
This is Beauty | Launch
With a goal to redefine our cultural idea of beauty, The Ordinary will start with the most visited library of information on Earth: Google.
Building a digital extension that replaces the “alt text” of images, we’ll tag photos of ordinary people with the word “beauty” to shift the cultural perception of what it means to be beautiful for a generation.
Makeup-Free-Me Day | Social Campaign
The Ordinary would lobby for a national (or local holiday) where women would be encouraged to go makeup-free in public to remove the stigma and insecurities related to “bad skin.”
Ordinary Ideals | OOH
This would be a series of installments in bars, restaurants, malls, and other public places. A digital mirror would respond when you ask it to show you true beauty.
Fog would cover the mirror, only to dissipate and reveal ordinary beauty - the person as they are.
Ordinary Fashion Week | Experiential
The Ordinary would infiltrate the fashion industry’s highest stage by launching a collection of “ordinary” fashion with very ordinary models. There would be working-class citizens (blue-collar workers) being present at various New York Fashion Week events across the city alongside some of the world’s biggest beauty brands.
Beauty-Full | OOH
If you ask the cosmetic industry, they’ll tell you that you need this, that, and a third to look beautiful; from lipstick to the foundation, from eyelashes to eyeliner, the beauty industry thrives on pushing new products to enhance beauty. But at The Ordinary, we believe true beauty is a natural beauty—the healthy skin we’re in—and that you don’t need 20 shades of lip gloss to attain it.
Instead, we’ll post recycle-safe bins in various beauty retailers for customers to bring in their old makeup bottles and kits and exchange them for one or more of our products to promote a healthy transition from cosmetics to true skincare.
Ordinary Makeover | Experiential
The Ordinary would invite customers to take high-quality portraits with a professional photographer after an “ordinary” makeover. Customers would be asked to come, free-of-charge, however, they’d also have to agree to remove any makeup or “image-enhancing” products to take the portraits. Nothing but the bare skin that makes them, them.
It would also be promoted by top skincare YouTubers such as Hyram Yarbro, Liah Yoo, and Dr. Dray.