The Problem: 

The Ordinary is recognized for its science-backed formulas, but its product names, rooted in scientific terminology, confuse many consumers. This confusion prevents them from understanding the benefits, leading to hesitation and, in some cases, a disconnect with the brand.​
 
The Insight: 

In this world, overwhelmed by information, people are drawn to skincare products with familiar names and clear, easily understood benefits.

Unlocking Greatness:

Simply showing people how The Ordinary’s products with complicated chemical names can benefit their skin by translating those names into plain language.