The Ordinary LIED

The Art of the Brand

This week on Art of the Brand, Camille and Phillip unpack one of the most dynamic episodes yet. From Victoria’s Secret’s unapologetic return to form to The Ordinary’s “anti-industry” campaign (that’s actually owned by Estée Lauder), they explore the tension between authenticity and performance in modern branding. They also debate Tiffany’s $1,500 paperclip, the rise of “anti-brand” beauty culture, why Amex is the world’s best branding lesson, and how founders can stop obsessing over followers and start building brands that actually grow.Expect strong opinions, data-backed strategy, and a reminder that average isn’t aspirational.

2025-10-22 79 min

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