{"id":8097,"date":"2025-11-05T13:12:57","date_gmt":"2025-11-05T13:12:57","guid":{"rendered":"https:\/\/mariashamuitas.com\/?p=8097"},"modified":"2025-11-05T13:19:40","modified_gmt":"2025-11-05T13:19:40","slug":"campanha-the-ordinary","status":"publish","type":"post","link":"https:\/\/mariashamuitas.com\/en\/campanha-the-ordinary\/","title":{"rendered":"The Ordinary: a campanha que desmonta o circo das buzzwords da beleza"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"8097\" class=\"elementor elementor-8097\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1a8a79e4 e-flex e-con-boxed e-con e-parent\" data-id=\"1a8a79e4\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3fc54527 elementor-widget elementor-widget-text-editor\" data-id=\"3fc54527\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<h2>Paradoxos bem constru\u00eddos fazem melhores marcas, concordamos?<\/h2>\n<p>\u00a0<\/p>\n<p data-start=\"402\" data-end=\"636\">Sabes aquelas palavras que aparecem em todos os produtos de skincare?\u00a0<em data-start=\"474\" data-end=\"488\">Anti-idade<\/em>,<em data-start=\"507\" data-end=\"524\">revitalizante<\/em><span data-start=\"507\" data-end=\"524\">,\u00a0<\/span><em data-start=\"526\" data-end=\"543\">pele perfeita<\/em>&#8230;<\/p>\n<p data-start=\"402\" data-end=\"636\">\u00a0<\/p>\n<p data-start=\"402\" data-end=\"636\"><span style=\"font-style: inherit;font-weight: inherit\">Termos que prometem mundos e fundos, mas que raramente dizem alguma coisa com base real.\u00a0<\/span><span style=\"font-style: inherit;font-weight: inherit\">Pois bem. Na sua nova campanha, a marca The Ordinary decidiu fazer aquilo que a maioria n\u00e3o arrisca: <\/span>expor o absurdo<span style=\"font-style: inherit;font-weight: inherit\">.<\/span><\/p>\n<p data-start=\"402\" data-end=\"636\">\u00a0<\/p>\n<p data-start=\"402\" data-end=\"636\">Mas esta campanha n\u00e3o \u00e9 s\u00f3 uma provoca\u00e7\u00e3o. \u00c9 posicionamento puro. E vale a pena analis\u00e1-lo com aten\u00e7\u00e3o.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p><!-- \/wp:paragraph --><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-eb1594a e-flex e-con-boxed e-con e-parent\" data-id=\"eb1594a\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-036d8dd elementor-widget elementor-widget-text-editor\" data-id=\"036d8dd\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<h2 data-start=\"1050\" data-end=\"1155\">A Campanha The Ordinary que Mata Promessas Bonitas<\/h2>\n<p>\u00a0<\/p>\n<p>Na campanha <a href=\"https:\/\/theordinary.com\/en-pt\/the-periodic-fable.html#\/table\"><strong data-start=\"747\" data-end=\"769\">The Periodic Fable<\/strong><\/a>, a marca criou uma tabela peri\u00f3dica fict\u00edcia com 49 termos \u201cm\u00e1gicos\u201d que s\u00e3o largamente usados pela ind\u00fastria e que muitas vezes n\u00e3o significam&#8230; nada!\u00a0<\/p>\n<p>\u00a0<\/p>\n<p data-start=\"867\" data-end=\"1139\">No centro da campanha est\u00e1 um filme com uma est\u00e9tica densa, meio cl\u00ednica, meio seita, com ecos de <em data-start=\"965\" data-end=\"986\">The Handmaid\u2019s Tale<\/em>. Um espa\u00e7o sombrio, onde se repetem rituais de beleza absurdos e express\u00f5es vazias \u2014 como se a f\u00e9 no marketing fosse mais importante do que os factos.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a17a7f3 elementor-widget elementor-widget-video\" data-id=\"a17a7f3\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/youtu.be\\\/N0PofH4blq8?si=KSOoRxbGwE31FBaU&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e2494b0 elementor-widget elementor-widget-text-editor\" data-id=\"e2494b0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Esta n\u00e3o \u00e9 s\u00f3 uma provoca\u00e7\u00e3o criativa. \u00c9 uma chamada de aten\u00e7\u00e3o. \u00c9 branding com espinha dorsal.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0d44ac8 elementor-widget elementor-widget-text-editor\" data-id=\"0d44ac8\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<h2>Como assim Branding com Espinha Dorsal?<\/h2>\n<p>\u00a0<\/p>\n<p data-start=\"1928\" data-end=\"2098\">Mais do que uma cr\u00edtica ao sector da cosm\u00e9tica, esta ac\u00e7\u00e3o \u00e9 uma resposta inteligente ao marketing manipulado, \u00e0 desinforma\u00e7\u00e3o cient\u00edfica e ao consumo desinformado.<\/p>\n<p data-start=\"1928\" data-end=\"2098\">\u00a0<\/p>\n<p data-start=\"2100\" data-end=\"2172\">A The Ordinary n\u00e3o diz apenas: <em>n\u00f3s n\u00e3o usamos estas palavras<\/em>. Diz sim: Estas palavras foram feitas para te enganar. E n\u00f3s estamos aqui para te ajudar a pensar.\u00a0\u00a0<\/p>\n<p data-start=\"2100\" data-end=\"2172\">\u00a0<\/p>\n<p data-start=\"2269\" data-end=\"2413\">\u00c9 uma marca a posicionar-se como aliada do consumidor e n\u00e3o como c\u00famplice de um sistema que transforma inseguran\u00e7as em oportunidades de venda.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-bc789ed e-flex e-con-boxed e-con e-parent\" data-id=\"bc789ed\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a17b8c5 elementor-widget elementor-widget-text-editor\" data-id=\"a17b8c5\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<h2 data-start=\"2269\" data-end=\"2413\">Esta campanha \u00e9 uma li\u00e7\u00e3o a refletir<\/h2>\n<p data-start=\"2520\" data-end=\"2609\">\u00a0<\/p>\n<p data-start=\"2520\" data-end=\"2609\">Este movimento deixa pistas valiosas para qualquer marca com ambi\u00e7\u00e3o de ter impacto real (<a href=\"https:\/\/mariashamuitas.com\/en\/portfolio\/\">s\u00e3o as nossas marcas preferidas<\/a>):<\/p>\n<p data-start=\"2520\" data-end=\"2609\">\u00a0<\/p>\n<ul>\n<li data-start=\"2520\" data-end=\"2609\">Est\u00e1s a dizer algo com subst\u00e2ncia ou s\u00f3 a usar palavras bonitas?<\/li>\n<li data-start=\"2520\" data-end=\"2609\">Usas os termos do teu sector sem questionar o que significam?<\/li>\n<li data-start=\"2520\" data-end=\"2609\">Que promessas est\u00e1s a fazer e consegues mesmo cumpri-las?<\/li>\n<li data-start=\"2520\" data-end=\"2609\">A tua est\u00e9tica refor\u00e7a o teu posicionamento\u2026 ou mascara-o?<\/li>\n<li data-start=\"2756\" data-end=\"2824\">\n<p data-start=\"2759\" data-end=\"2824\">Que tipo de verdade a tua marca tem coragem de contar, mesmo que seja inc\u00f3moda?<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"2269\" data-end=\"2413\">Podemos ir mais al\u00e9m nesta reflex\u00e3o. Ser\u00e1 que este marketing de buzzwords vai continuar a resultar? Dificilmente. <a href=\"https:\/\/www.forbes.com\/sites\/garydrenik\/2023\/07\/13\/gen-z-101-a-marketing-guide-to-connecting-with-the-next-generation-of-consumers\/\">Segundo a Forbes<\/a>, a nova gera\u00e7\u00e3o de consumidores &#8211; Gen Z -&#8220;\u00e9 conhecida pela sua consci\u00eancia social, estando mais inclinados para marcas que prioritizam a autenticidade, transpar\u00eancia e responsabilidade social&#8221;.\u00a0<\/p>\n<p data-start=\"2269\" data-end=\"2413\">\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-546cbe3 elementor-widget elementor-widget-text-editor\" data-id=\"546cbe3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<h2 data-start=\"2269\" data-end=\"2413\">Concluindo&#8230;<\/h2>\n<p>\u00a0<\/p>\n<p data-start=\"3005\" data-end=\"3299\">Num mercado onde quase toda a gente escolhe \u201cparecer\u201d em vez de \u201cser\u201d, a The Ordinary escolheu mostrar o que sabe, e o que muitos preferem esconder.<\/p>\n<p data-start=\"3005\" data-end=\"3299\">\u00a0<\/p>\n<p data-start=\"3005\" data-end=\"3299\">Fez do desconforto uma linguagem visual.\u00a0 E da transpar\u00eancia, uma ferramenta de diferencia\u00e7\u00e3o brutal.<\/p>\n<p data-start=\"3005\" data-end=\"3299\">\u00a0<\/p>\n<p data-start=\"3301\" data-end=\"3475\">\ud83d\udc49 O consumidor de hoje n\u00e3o precisa de mais brilhos e glitter nas mensagens que lhe chegam, precisa de clareza e de confian\u00e7a. De marcas que tratem a intelig\u00eancia e transpar\u00eancia como aliadas e n\u00e3o como obst\u00e1culos \u00e0 venda.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Na campanha The Periodic Fable, a marca The Ordinary criou uma tabela peri\u00f3dica fict\u00edcia com 49 termos \u201cm\u00e1gicos\u201d que s\u00e3o largamente usados pela ind\u00fastria e que muitas vezes n\u00e3o significam&#8230; nada!\u00a0<\/p>","protected":false},"author":4,"featured_media":8100,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-global-header-display":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","footnotes":""},"categories":[42],"tags":[41],"class_list":["post-8097","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Campanha The 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