The Ordinary’s Periodic Fable isn’t another beauty story. Instead of peddling buzzwords or miracle claims, the skincare and cosmetics brand lays out formulations in terms you can see, compare and understand. The campaign uses the look of the periodic table to explain ingredients honestly, and calls out empty marketing standards that have long dominated the category. A timely move, because many young people are tired of hype and want to know what they’re actually putting on their skin.

What makes this relevant beyond beauty is the role expertise plays in building trust. The Ordinary doesn’t ask you to take its word for it. It shows you the evidence and lets you decide. Universities sit in the very place that expertise should still matter most -  rigorous methods, transparent evidence and real explanation. In a time of misinformation, this reminds us of the opportunity universities have to move into a huge trust gap, kickstarting a reputation comeback at the same time.