Deconstruct, a science-backed skincare brand, has unveiled a nationwide out-of-home (OOH) campaign featuring six interns from its recently concluded 60-day Skincare Internship. The billboards, installed in cities including Kolkata, Vizag, Chandigarh, Gurgaon, Delhi, and Mumbai, highlight the brand’s inclusive message: “Anybody Can Skincare.”
The campaign celebrates real participants Abhinandan Pande, Anisha, Ashima Bhat, Ayush Thakur, Lima Jamir, and Vijay Laxmi each shown holding their Rs 1 lakh internship cheques. These interns were selected from a pool of over 1.8 lakh applicants who took part in the initiative designed to normalize skincare as an essential part of self-care.
With nearly equal participation from men (45.12%) and women (54.5%), the internship broke traditional gender barriers in the skincare space. Each intern followed a personalized routine developed in consultation with dermatologist Dr. Jinal Modi and documented their journey online through daily updates and vlogs.
The OOH campaign marks the culmination of Deconstruct’s broader push to make skincare feel approachable and gender-neutral. “Skincare is for everyone with skin,” said Malini Adapureddy, Founder & CEO of Deconstruct. “These billboards are not just about visibility—they’re about changing the face of skincare representation.”
Through this campaign, Deconstruct reinforces its mission to educate and empower consumers while visually redefining skincare norms across India.
