Bioderma has partnered with actor Sonakshi Sinha for its latest campaign urging consumers to prioritise clinically proven skincare over viral trends.
Titled “Choose what’s clinically proven. Not what’s viral.”, the campaign also features dermatologist Dr Shivangi Rana and aims to steer the skincare conversation back towards science in an ecosystem increasingly shaped by influencer routines and social media recommendations.
The initiative highlights the growing clutter in the category, noting that more than 2,000 moisturisers are currently available in the Indian market. According to the brand, this abundance of products and online advice often leaves consumers searching for solutions for dry skin overwhelmed by conflicting recommendations.
At the centre of the campaign is Bioderma Atoderm Crème Ultra, a clinically tested moisturiser recommended by over 2,000 dermatologists across India. Powered by niacinamide, the formulation is designed to boost ceramide production, support skin barrier repair and provide up to 24 hour hydration for dry to very dry skin.
Speaking on the launch, Roshan Kunder, Marketing & Ecommerce Director, NAOS India said, “Today’s skincare consumer is more informed than ever, yet paradoxically more overwhelmed. With thousands of products vying for attention through viral trends and influencer noise, the risk is that efficacy gets lost in the scroll. With ‘Choose what’s clinically proven. Not what’s viral.’, we wanted to cut through that clutter and anchor the conversation back to science. Sonakshi Sinha embodies this message authentically not just as a face of the campaign, but as a genuine user of Bioderma Atoderm Crème Ultra. Paired with the expertise of Dr. Shivangi Rana and the endorsement of over 2000 dermatologists across India, this campaign is our commitment to empowering consumers to make skincare choices they can truly trust.”
Bollywood actress Sonakshi Sinha added, “Today there are so many skincare trends and product recommendations everywhere that it can get overwhelming for anyone trying to take care of their skin. What I appreciate about Bioderma and Atoderm Crème Ultra is that it focuses on what truly matters, repairing the skin barrier. For me, skincare has always been about using lesser products that have more impact and trusting products that are backed by science and dermatologists rather than chasing every new trend. This campaign reflects that idea of cutting through the noise and choosing what actually works."
The campaign film depicts a consumer searching online for the “best moisturiser for dry skin”, only to be met with a barrage of influencer reels and product suggestions before being directed towards dermatologically tested solutions.
According to the brand, Sinha’s association with the campaign stems from her personal use of the product rather than a traditional brand ambassador partnership, aligning with the campaign’s message of choosing science backed skincare over trend driven recommendations.
