The Ordinary Meta Ad Strategy & Creative Patterns

Skincare

The Ordinary is running 472 active ads. Below: hook patterns from video transcriptions, format breakdown by collection, emotional scoring across creatives.

The Ordinary runs 472 active ads out of 1,858 total creatives across Facebook, Instagram, Messenger, Audience etwork, Threads. Top format: Image. Updated 2026-03-15.

Ad Creatives Overview

• Total Ads: 1,858
• Active Now: 472
• Top Format: Image
• Platforms: 5

Ad Format Breakdown

• Image: 52%
• Video: 48%

Based on 250 ads from Feb 13 – Mar 15, 2026.

Top The Ordinary Ads

Lasts Even After Washing.

A barrier-boosting lotion that keeps skin hydrated, even after washing. Natural Moisturizing Factors...

Running: 540 days
View ad →

Smooth Skin Approved.

With salicylic acid — a BHA that helps remove the dead skin cells that can clog pores.

Running: 540 days
View ad →

New Body Care.

Ingredient-first skincare. Now for your body. Introducing body care.

Running: 542 days
View ad →

Now at Amazon.

Quality skincare, now more accessible than ever.

Running: 239 days
View ad →

Our Most-Loved Products.

Discover the iconic formulas loved by our community.

Running: 186 days
View ad →

For Smoother, Brighter Skin.

If you are looking to target dull, congested skin, try pairing Glycolic Acid 7% Toning Solution with...

Running: 68 days
View ad →

Our Bestselling Serum.

Niacinamide 10% + Zinc 1% reduces excess oil and visible pores.

Running: 68 days
View ad →

Support for Signs of Aging.

Improve the appearance of wrinkles, elasticity, and skin tone with lab-designed skincare.

Running: 67 days
View ad →

Consider your skincare.

Consider 23% off Retinal 0.2% Emulsion for firmer, smoother skin, all while you sleep.

Running: 498 days

Emotional Profile: Video vs. Image

The Ordinary Advertising Strategy: A Data-Driven Breakdown

The Ordinary has 1,858 tracked ad creatives with 472 currently active across Meta's ad network. Based on a 30-day sample of 250 ads, the format split is 52% image and 48% video — a near-even distribution. However, product-level data reveals distinct format choices: Rice Lipids Microemulsion, the largest ad destination with 56 ads, runs 80% image creatives. Niacinamide 10% + Zinc 1% (15 ads) takes the opposite approach at 93% video, while Serum Foundation (11 ads), PHA 5% Lip Serum (8 ads), and Glycolic Acid 7% Toner (8 ads) all run 100% video.

Video Hook Patterns

• Educational hook: "Here's the tea on glycolic acid."
• Problem statement: "Nobody tells you this, but you do not need a physical scrub to exfoliate your lips."
• Social proof: "This pumping serum went viral on tiktok for a reason. Let me tell you why..."
• Concept reframe: "The agency spends days thinking of ways to distract you with trends. They're concerned with good optics, not good skin care..."

Ad Transcription Excerpts

"This pumping serum went viral on tiktok for a reason. Let me tell you why This is volufiline and it directly targets sunken and hollow areas due to volume loss..."

"Here's the tea on glycolic acid. You can use glycolic acid on your face to smooth texture and even skin tone, reduce the look of fine lines and wrinkles..."

"One important skincare tip everyone should know, especially if you're a beginner in skincare. Spoiler alert it's hyaluronic acid! This serum will give your skin an extra boost of hydration..."

"Nobody tells you this, but you do not need a physical scrub to exfoliate your lips. The skin on your lips is thin and sensitive so physical scrubs like this can sometimes be A little too rough..."

"The agency spends days thinking of ways to distract you with trends. They're concerned with good optics, not good skin care But it doesn't need a makeover It's been proving itself for over 55 years..."

"Here's a tea on glycolic acid."

Ad Format Strategy by Collection

Emotional Targeting by Product

What makes The Ordinary's ads effective?

The Ordinary's ads score highest on security (6.1/10) and esteem (6.0/10) emotional drivers, reflecting creative centered on trust and self-improvement through proven ingredients. Video ads averaging 19 seconds feature educational transcriptions with ingredient-specific language — one reads "This is volufiline and it directly targets sunken and hollow areas due to volume loss." The content type mix includes features-and-benefits and UGC-style content, consistent with the brand's ingredient-first positioning.

Where does The Ordinary advertise?

The Ordinary runs ads across five Meta placements: Facebook, Instagram, Messenger, Audience Network, and Threads. The brand distributes ads across Facebook, Instagram, Messenger, Audience Network, and Threads. The 250-ad sample shows consistent presence across these placements, with SHOP_NOW as the dominant CTA (213 of 250 ads) and LEARN_MORE used on 37 ads.

Key Takeaways for Marketers

• Security and esteem lead emotional scoring: The Ordinary’s ads average 6.1/10 on security and 6.0/10 on esteem, reflecting creative built on ingredient trust and self-improvement.
• Near-even format split masks product-level decisions: While the overall split is 52% image / 48% video, individual products range from 100% video (Serum Foundation, PHA Lip Serum) to 100% image (Soothing Barrier Support Serum).
• Educational hooks dominate video openings: Video transcriptions use ingredient-specific language like "Here's the tea on glycolic acid" and "This is volufiline and it directly targets sunken and hollow areas," positioning the brand as an ingredient educator.