Signal
T
strategy · campaign

The Ordinary

5 signals tracked across the brand, design, and culture press.

84
Peak Signal
▲ 2 pts this month
Peak Score
83.8
Avg Score
76
Total Signals
5
Coverage
Low
Score Trend
+2 pts
Signal Score History
70.875.881.8Mar 1Mar 8Mar 15Mar 22Mar 29Today
Brand Dimensions
Visual Identity
8.4
Cultural Resonance
8.0
Strategic Positioning
7.3
Trend Velocity
8.7
Recent Signals
84
Creative BoomSep 25

Beauty Brands Were Writing Ai Slop Before Ai Heres How Uncommon Won A Dad Black Pencil For Calling It Out

The article discusses how Uncommon's innovative campaign for The Ordinary, which parodies the beauty industry's reliance on buzzwords, won a D&AD Black Pencil. This highlights the importance of authenticity and thoughtful design in brand strategy, especially in an era where AI-generated content is prevalent. By addressing the 'slop' in beauty marketing, brands can differentiate themselves and connect more genuinely with consumers.

↑ Rising
82
FastCompanyAug 13

Gen Z wants its own consumer culture, and this is what it’s going to look like

As Gen Z emerges as a dominant consumer force, brands must pivot from aspirational marketing to a focus on functionality and value. This shift requires a deeper understanding of Gen Z's preferences for authenticity, practicality, and immediate benefits, which will redefine brand strategies in the coming years.

↑ Rising
74
FastCompanyMar 12

Quince copied its way to a $10 billion empire. Now it’s looking for a new story

Quince is transitioning from being perceived as a 'dupe factory' to establishing a more robust brand identity that emphasizes quality and transparency. With the hiring of a new head of brand strategy, the company aims to reshape consumer perceptions and create a compelling narrative that goes beyond its low-cost offerings, thereby enhancing its long-term brand strategy and sustainability in the market.

◎ Emerging
71
The Brand WavesMay 11

Brand Waves This Week

This week's brand highlights showcase how brands are innovating within their categories to reshape consumer perceptions. adidas is leveraging football to connect with younger generations, while The Ordinary challenges traditional beauty pricing, suggesting that brands must adapt their strategies to resonate with evolving consumer values and expectations.

◎ Emerging
71
FastCompanyMay 20

No, a skincare brand can’t solve NYC’s transit problem

The Ordinary's recent initiative to provide a free shuttle bus in NYC highlights the challenges brands face when attempting to position themselves as solutions to societal issues. While the brand aims to align its mission of accessibility with community needs, the execution raises questions about the authenticity and effectiveness of such marketing strategies in addressing real problems.

◎ Emerging