The Ordinary
By Scientists, Not Businessmen
Challenge: The target for The Ordinary’s “Buffet” serum (older millennials) are less familiar with the company than its Gen Z base. Make The Ordinary’s “Buffet” the go-to anti-aging serum for older millennials.
Insight: Many older millennials are skeptical of skincare products and see them as scams. The Ordinary is unique because it values science over profit.
Idea: “By Scientists, Not Businessmen” is a copy-driven campaign that pokes fun at The Ordinary’s bland marketing and highlights its focus on using science that works.
Copywriting: Lindsey Polevoy & Kate Ruddy
Art Direction: Lindsey Polevoy
