The Ordinary Tone of Voice — Transparent & Scientific
Tagline: "Clinical Formulations with Integrity"
Industry: Skincare / Clinical Beauty
Sector: Beauty
How The Ordinary Communicates
The Ordinary strips beauty back to the chemistry and the price. "Clinical Formulations with Integrity" rejects the industry’s gloss for ingredient names and honest costs — transparent, scientific, almost defiantly plain. The voice is unvarnished and precise, treating hype as the enemy.
Tone Words
The Ordinary's brand voice is defined by the following tone words: Transparent, Scientific, Affordable.
Communication Style
- Language Style: Unvarnished
- Sentence Type: Statement
- Tense: Present
- Expression: Straightforward
The Ordinary Brand Story
The Ordinary disrupted beauty by stripping away marketing hype and offering single-ingredient products at radical prices. The brand educated consumers about actives like retinol and niacinamide.
Brand Message
Effective clinical skincare at honest prices
Brand Mission
Offer effective, clinical technologies with integrity and at honest prices
Brand Positioning
Core Concept: Transparent Beauty
Central Tension: Mystery vs. Transparency
Frequently Asked Questions About The Ordinary
What is The Ordinary's tone of voice?
The Ordinary uses a transparent, scientific, affordable tone of voice. Their communication is unvarnished, typically using statement-style sentences in the present tense. Their tagline "Clinical Formulations with Integrity" exemplifies this voice.
How does The Ordinary communicate with customers?
The Ordinary disrupted beauty by stripping away marketing hype and offering single-ingredient products at radical prices. The brand educated consumers about actives like retinol and niacinamide.
What is The Ordinary's brand message?
The Ordinary's core message: Effective clinical skincare at honest prices Their mission: Offer effective, clinical technologies with integrity and at honest prices
What is The Ordinary's slogan?
The Ordinary's slogan is "Clinical Formulations with Integrity". It carries their transparent, scientific, affordable voice.
What is The Ordinary's mission?
The Ordinary's mission: Offer effective, clinical technologies with integrity and at honest prices
What makes The Ordinary's brand voice unique?
The Ordinary stands out through their transparent, scientific, affordable communication style. Their central brand tension, "Mystery vs. Transparency", shapes how they communicate across the Beauty sector.
What language style does The Ordinary use?
The Ordinary uses unvarnished language, with straightforward messaging, in statement-style sentences, using the present tense.
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Compare The Ordinary
- The Ordinary vs Rare Beauty tone of voice
- The Ordinary vs Fenty Beauty tone of voice
- The Ordinary vs Drunk Elephant tone of voice
- The Ordinary vs Kosas tone of voice
- The Ordinary vs Tatcha tone of voice
- The Ordinary vs Supergoop! tone of voice
- The Ordinary vs Merit tone of voice
- The Ordinary vs Tower 28 tone of voice