The Ordinary Tone of Voice — Transparent & Scientific
Tagline: "Clinical Formulations with Integrity"
Industry: Skincare / Clinical Beauty
Sector: Beauty
How The Ordinary Communicates
The Ordinary communicates with a transparent, scientific and affordable voice using scientific language. Their sentences are primarily statements in the present tense. Their messaging is literal. Their tagline, "Clinical Formulations with Integrity", captures this voice. The central tension in The Ordinary's communication is mystery vs. transparency, which shapes every message they craft. Their mission is to offer effective, clinical technologies with integrity and at honest prices.
Tone Words
The Ordinary's brand voice is defined by the following tone words: Transparent, Scientific, Affordable.
Communication Style
- Language Style: Scientific
- Sentence Type: Statement
- Tense: Present
- Expression: Literal
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 scientific, 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 is about Effective clinical skincare at honest prices. Their concept "Transparent Beauty" drives their 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 every message they craft in the Beauty sector.
What language style does The Ordinary use?
The Ordinary uses scientific language with literal messaging. Their sentences are typically statement in structure, using the present tense.