Deconstruct, a science-backed skincare brand has unveiled its newest campaign, ‘Derms Know. Do You?’, spotlighting its foundational belief in Highly Effective Yet Gentle (HEG) skincare. Set to run over a three-month period, the campaign challenges conventional notions about active based skincare, such as the belief that stronger formulations are more effective.
The core message of the campaign is delivered through a brand film, featuring Deconstruct’s founder, Malini Adapureddy and a panel of dermatologists, what makes skincare truly the best and concluding that a highly effective yet gentle approach is key to achieving healthier skin.
About the film: Deconstruct’s founder, Malini Adapureddy, is seen introducing the “Kettlebell Test” as a compelling metaphor that brings the brand’s Highly Effective Yet Gentle (HEG) philosophy to life. Viewers witness a heavy kettlebell smashing into a cardboard box, causing severe damage, but landing softly on it when cushioned by a foam layer, capturing the idea that skincare can deliver powerful results, by being highly effective, yet gentle.
The campaign features a series of digital videos and dermatologist-led debates that build credibility around the HEG proposition. Partnering with experts such as Dr. Priyanka Reddy, Dr. Tanvi Vaidya, and Dr. Rashi Soni, Deconstruct explores what best skincare truly means today.
The top dermatologists challenge several outdated skincare beliefs that often mislead consumers, especially beginners. They dispel the myth that a product must sting to be effective, emphasizing that irritation is not a sign of efficacy. They also counter the assumption that stronger activities deliver better or faster results, highlighting the importance of balanced formulations tailored to individual skin needs.
The campaign will also highlight Deconstruct’s hero range, where each product is rooted in clinical science and textural innovation. This includes the lightweight Gel Sunscreen, perfect for oily skin , the 10% Vitamin C Serum with 0.5% Ferulic Acid which brightens the skin and is also non-irritating , the Oil-Free Moisturiser for non greasy hydration, the intensely Brightening Lip Balm which helps reduce lip pigmentation, and the Oil Control Facewash which a gentle cleanser that also regulates oil production. All products are dermatologically tested to ensure efficacy without irritation, a key component of the HEG standard.
Speaking about the campaign, Malini Adapureddy, Founder and CEO of Deconstruct, said, “This campaign is built to shift consumer perception around actives and irritation - a tension we’ve consistently seen in the Indian skincare space. Our aim is to use dermatological credibility and memorable metaphors to translate our ‘Highly Effective Yet Gentle’ proposition into a concept that not only appeals to our consumers, but something that is also clinically grounded. The campaign reinforces Deconstruct’s formulation philosophy, while also helping drive long-term category education by spotlighting how thoughtful product design can deliver visible results without compromising the skin’s natural balance.”
