The Ordinary
Sep 25, 2025
Analysis:
This ad made for The Ordinary uses the psychological principle of transparency (a trust-building strategy rooted in Authority Bias and Cognitive Fluency). By stating, “We don’t hide ingredients. We highlight them” and showcasing “Hyaluronic Acid 2% + B5” as the literal hero of the ad, it changes the typical beauty marketing strategy (which usually hides behind vague promises and fancy packaging) and turns The Ordinary into the honest hero. This works because consumers crave honesty in industries where deception is common, and seeing exact ingredients builds credibility while reducing decision fatigue. Your brain doesn’t have to second-guess what you’re buying. The minimal design with sharp contrast keeps focus on clarity and reinforces the brand’s “nothing to hide” ethos.
How you can apply it:
Be transparent and honest. Showcase ingredients, features, or specs up front instead of burying them in fine print.
Highlight your KEY differentiator by calling out the one element competitors avoid (like fillers, additives, or hidden costs).
Make visuals clear. Strip down design so the message and product benefit are instantly understood.
Frame transparency as your flex. Position openness as the premium, modern choice that the smart consumer deserves.
Anchor trust with repetition.
Prompt:
“Create an ultra-realistic, cinematic product ad for The Ordinary with the headline: ‘We don’t hide ingredients. We highlight them.’ In the center of the composition, feature a close-up of a signature The Ordinary product bottle, shot in crisp, photorealistic detail just as it's attached, you can't change a single element of the picture. The camera should have a zoom box of the product ingredient label, with the active ingredient name and percentage (e.g., Niacinamide 10% + Zinc 1%) enlarged and sharply bolded to command attention in the box. The background should be clean, minimal, and softly blurred in The Ordinary’s signature neutral palette (soft whites, greys, muted tones), allowing the typography on the label to be the true hero. Lighting should be soft yet clinical, like a modern lab—highlighting the transparency of the frosted glass and the precision of the printed text. Subtle reflections and shadows should give the bottle a premium, tactile quality without distracting from the label. The overall tone should be honest, modern, and intelligent—visually reinforcing The Ordinary’s core brand promise of ingredient transparency and skincare clarity. Aspect ratio: 1:1.”