What The Ordinary's audience asks for

What we found

Lead with the makeup test, because viewers can see the answer.
Ingredient-sensitive shoppers want to rule a product in or out quickly.
The jumbo-size request is about hydrating serums, so extending it to barrier repair is a test.
The comments establish demand. They do not establish that nobody sells these products.

Three things people ask for

1Barrier repair that works under makeup

People want a serum that supports their skin without rolling into little balls when they apply other products. One comment on a review warns that the serum pills up under makeup, and a commenter on The Ordinary's own video asks about layering.

Does it layer well under moisturizer?On The Ordinary's barrier serum video

HookYour barrier serum has to survive this foundation test.

FormatMacro application demo with voiceover. Open on the finished makeup.

Product gateFilm the test before promising a smooth finish.

216.9K views

2Barrier repair without niacinamide

Some people say their skin cannot tolerate an ingredient that shows up everywhere. One comment on a dermatologist review has 70 likes, and another asks for serums without it.

I wish they would stop trying to put niacinamide into everything.On a dermatologist review, 70 likes

HookNiacinamide in every serum? Here's one that leaves it out.

FormatComment reply with a close-up ingredient-label reveal.

Product gateOnly fits if your serum is niacinamide-free.

642K views

3A bigger bottle for daily care

One shopper asked for jumbo hyaluronic acid and niacinamide on two different Ordinary posts. The explicit demand is for hydrating serums, so extending it to barrier repair is a testable angle.

HookDaily skincare. Why does the bottle feel like a sample?

FormatOverhead bottle-size reveal with voiceover.

Product gateOnly works if your size or value genuinely stands out.

221.1K views

The first video

Barrier Serum Foundation TestMacro demo with voiceover, about 30 seconds

Word for word

HookYour barrier serum has to survive this foundation test.

OpenHere's the finish up close. [Describe the actual result.] But let's show how it got there.

ApplyI'm using [serum name], in the amount on the label. This is what it looks like as I spread it.

LayerNow moisturizer, sunscreen, and the foundation I'm wearing today. I'm keeping the camera close so you can see if anything rolls up.

Close[Describe what the footage shows.] If you're checking whether this fits your morning routine, save this exact product combo.

Other hooks

2Will this barrier serum ruin my foundation?

3This is where a barrier serum earns its place.

How to read this

These are unmet needs voiced by The Ordinary's audience, not claims of a market first. Some of the comments are older, so check demand on your own product before you build a campaign on one.

Run it on your competitor

This is the exact prompt behind this page. Swap the brand and the product for yours.

Read the comments on The Ordinary's viral videos. Find what people ask for that nobody sells, and turn the top three into video ideas for our barrier repair serum.

Run in Vamos

Questions

Up to 100 a post, on the videos it picks for the question.

More use cases

Competitor videosWhat blew up for them, and why.Competitor adsThe ads they keep running.Check an idea firstWho did it, and what's still open.