DECIEM / Modern Education in Beauty
Our partnership with DECIEM explores how modern content can turn skincare education into brand connection.
The Structure of Care
Building clarity in a complex category.
Client
The Ordinary / DECIEM
Challenge
The Ordinary built a cult following on transparency, yet that same clarity introduced complexity. With dozens of actives and endless combinations, customers were searching for trusted guidance that simplified choice without losing scientific rigor.
Approach
We developed the written framework for The Ordinary’s first interactive Layering Guide. The goal was to turn technical skincare education into a clear, human experience. Copy was designed to feel calm, confident, and intentional, guiding users through routines in a way that felt expert yet effortless.
Outcome
The guide became a model for how DECIEM communicates expertise across its brands. It translated formulation knowledge into an elegant, educational experience that set a new standard for how transparency can feel simple and beautifully designed.
From Formula To Feeling
Turning education into brand intimacy.
Client
DECIEM / The Ordinary
Challenge
For the launch of Squalane + Amino Acids Lip Balm, DECIEM wanted to connect product education with emotional resonance. The task was to make a utilitarian formula feel like self-care while preserving the brand’s minimalist voice.
Approach
We crafted blog copy that blended science and storytelling. Each section was written to guide readers through real-world uses while maintaining DECIEM’s clean, editorial tone.
Outcome
The feature reframed a simple product through function and feeling, showing how education can build intimacy. It became a proof point of DECIEM’s ability to make knowledge feel personal and design-driven.