Two of The Ordinary’s original products are so loved, they deserve a category all of their own.
These two products were two of The Ordinary’s firsts, two of the industry firsts to put their ingredients on the map and, quite often, two of the first products in a customer’s skincare regimen.
I helped develop a joint product name, ‘The Originals’, as well as the lead campaign position, ‘Our Firsts, Your Favourites’.
The products themselves hadn’t changed and so the rest of the copy had to promote them using existing product benefits in a way they hadn’t been spoken about before. We limited headlines and social posts to core benefits and used longer form social captions and email copy to drive the narrative around The Originals.
