The Periodic Fable: Learning the wrong lessons by rote

Well, a lot of us will relate to - or at least watch - this visually arresting one-minute ad from US company The Ordinary. It turns the good old Periodic Table of our schooldays into the Periodic Fable, a disturbing metaphor for learning by rote. Take a look and see what you think of it. The company says: "We’ve been taught beauty wrong. It’s time we learnt the truth. From empty promises to impossible standards and overhyped ingredients: for too long, our industry has taught beauty wrong. So we made The Periodic Fable™: a scientific table with zero science. Filled with 49 popular marketing terms and the truth behind them. We hope it will help create a better, more transparent industry, where everyone can tell fact from fiction. and science from story". The value of the global beauty and personal care industry is currently estimated at some US$677 billion. Though there's increasing awareness of environmental and animal welfare concerns within the industry, marketing within such a competitive space is always challenging. How do you rate this effort?

Keywords: The Ordinary x Periodic Fable, beauty advertising marketing, consumer rights beauty, beauty myths, Uncommon Creative Studio