Dove Turns Brutally Honest Reddit Reviews Into an Unfiltered Campaign

Other brands are challenging beauty marketing conventions, too. In 2024, The Ordinary partnered with Uncommon Creative Studio on billboards focused on product science rather than gimmicks or celebrity faces. The following year, the brand staged a stunt inside a pop-up store in Manhattan featuring a pile of fake cash—$10 million, to be precise—symbolizing money wasted on celebrity-endorsed skincare.