The Ordinary Skincare Rebrand
An affordable, entry point skincare brand, The Ordinary is backed by science. It's tone can be intimidating to skincare newcomers. This rebrand moved The Ordinary away from a clinical, sterile voice to a contemporary, honest and connected one. Because we aren't perfect. The fries we ate, the party we stayed at too long, the toxins we breathed daily and the stress from our ex causes skin to get fussy. The Ordinary cleans the nasties and nurtures you with no judgement.
Copywriting: Raye Ebensteiner
Art Direction/Design: Ed Chestero, Ashley Romo
Brand Identity, Product Naming, Packaging, Social, Website, OOH, Merchandise
Home Page Copy:
Nice To Meet You.
We’re The Ordinary, but we do anything but. We were born out of necessity to create honest skincare for all because taking care of your skin is so damn expensive. We believe in quality products, pure ingredients, and wholesome communication for each and every skin. We work so you can play. We do the dirty job so you can reap the naughty and nice reward. ;)
Product Description Copy: Tonight, we’re exfoliating. We’re getting rid of that gross, grimy, yuck that’s been building and
clogging your skin’s potential, babe. No more second chances. We’re cutting off the culprit. (Use advice for other areas of your life).We’re talking radiance tonight. Get rid of the sh*t that’s been proving itself dirty time after time.
Down to business: We’ll use this once a day after a good cleanse. Saturate a cotton pad and sweep the glow across your face and neck, weary of your eye area. If your skin is going through something (no blame or shame, we all are), wait until she’s out of the thick of it. Sensitive skin? Try a patch test on your arm. Using the same directions above, take a small inch on the inside of your wrist and your swipe. After a night of action, wait until the morning to see if your skin fell in love.
*Keep that glow inside, my dear and wear your sunscreen! Using Plump the Betch will cause sun sensitivity.
