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The Ordinary exposes beauty industry buzzwords in dystopian new video

The Periodic Fable™ by The Ordinary, UK

Global – In a provocative new campaign, skincare brand The Ordinary is calling out the beauty industry’s reliance on pseudo-scientific language. Developed with Uncommon Creative Studio, The Periodic Fable swaps the chemical elements of the periodic table for familiar skincare buzzwords, including ‘age-defying’, ‘magic’ and ‘wrinkle-erasing’ – exposing the hollow promises that often drive consumer trust.

The dystopian hero film depicts skincare consumers performing repetitive rituals under the glowing light of the buzzword-filled table, illustrating the industry’s cycle of misinformation. On The Ordinary’s website, visitors can click on each ‘element’ to uncover why certain buzzwords are nothing but empty promises.

The campaign forms part of The Truth Should Be Ordinary, the brand’s broader myth-busting platform designed to encourage critical thinking around beauty claims.

The campaign aligns with insights from our upcoming macrotrend The Great Beauty Blur, which delves into how social, technological and cultural forces are reshaping how we define and experience beauty. RSVP about the webinar to learn more.

Strategic opportunity

Audit your product claims and marketing language to remove exaggeration and empty buzzwords. Educate consumers with clear, evidence-backed information to build trust and differentiate your beauty brand in a crowded market

Luxury travellers prioritise value, experience and climate-conscious choices for 2026

Global – Luxury travel is set to evolve in 2026, with affluent travellers seeking deeper meaning, personalisation and sustainable choices, according to Virtuoso’s latest Luxe Report. Based on insights from over 2,400 travel advisers across more than 50 countries, the report reveals that high-end clients are willing to spend more, although with greater intention.

Top motivators include milestone celebrations, cultural immersion and reconnecting with loved ones. Family and multi-generational travel top the trend list, followed by adventure and wellness-focused getaways.

Italy, Japan and Greece remain favourite destinations, while Iceland, Antarctica and Morocco are rising stars. Ultra-luxe travel is gaining momentum, with 45% of advisers noting increased demand for privacy, all-inclusive stays and hyper-personalised experiences.

Climate change is also reshaping travel behaviour: 76% of advisers report clients are shifting to shoulder seasons or moderate climates and favouring responsible travel. ‘Sustainable choices are no longer niche, they’re becoming standard,’ the report states.

Explore our How Climate Change is Re-routing Travel and Gen Alpha’s Travel Pester Power reports to understand how new destinations, off-peak travel times, safety concerns and next-gen preferences are transforming the future of travel.

Amanoi, Vietnam

Strategic opportunity

Family-focused, milestone and wellness travel are shaping luxury in 2026. Affluent clients seek one-of-a-kind, transformative experiences that engage grandparents and grandchildren, blending cultural depth, adventure and personalised celebration

Stat: Public confidence in UK food safety reaches record high

Fazenda Futuro (Future Farm) and Anitta, Brazil

UK – Public trust in the UK’s food system has hit its highest level since 2020, according to the Food Standards Agency’s Food and You 2 survey, conducted by Ipsos between October 2024 and February 2025. The study of 5,690 adults across England, Wales and Northern Ireland found that 94% of respondents are confident the food they buy is safe to eat – up from 88–90% in the previous three surveys.

Confidence in food labelling has also risen, with 86% of people trusting that product information is accurate, compared with 81–83% in earlier surveys. The findings reveal shifting consumer habits too: nearly half (47%) report eating less processed food, while 35% say they’re eating more fruit and vegetables and minimising waste.

With 80% of respondents classified as food secure, these results suggest a growing sense of stability and awareness around food safety, hygiene and healthy eating behaviours among UK consumers, echoing insights from our IFE 2025: Balancing Health and Hedonism report.

Strategic opportunity

Leverage rising consumer trust in food transparency by spotlighting ingredient integrity, sourcing and safety credentials – meeting growing demand for informed, health-conscious choices