The Ordinary Integrated Campaign
#outoftheordinary (shot by yours truly)
The Ordinary is known for its minimalist and affordable skincare products. They focus on delivering high-quality formulations with a strong emphasis on transparency, science and ingredient integrity.
Insight
Looks are important. Here are some challenges that Gen Z and Millenial women face surrounding the beauty industry.
- hyper-perfectionism
- insecurity
- stress
HMW statement
How do we empower Gen-Z and Millennial women to challenge beauty stereotypes and embrace their authentic selves during a heightened time in America?
This campaign encourages women experiencing skin conditions to question traditional beauty standards while incorporating an Americana theme to reflect the pressure and stress of today’s cultural climate in America.
Featuring a play-on-words of “out of the ordinary” phrases and experiences that are normalized in America and specific to the beauty industry, it provides an ironic take on how unrealistic beauty ideals have become a norm, encouraging self-acceptance over perfection.
Why this matters to me:
What makes this campaign especially meaningful to me is that I led every aspect of its creation. Filling every role helped me realize that my strengths lie in art direction and production. Specifically, using those skills to create work that challenges norms and has a positive cultural impact. I often think about “little lucy” when I explain this campaign because the messaging is what she needed to hear in middle school. I hope to impact those “little lucy’s” or those “big lucy’s” who are in the same place.
Credits