Deconstruct has launched a new campaign for its upgraded serum portfolio, spotlighting its liposomal technology-powered formulations and dermatologist co-created approach to skincare.
The campaign centres on the science behind active ingredient delivery, shifting the conversation from ingredient percentages to how effectively actives are protected, stabilised and delivered into the skin. The film features founder and CEO Malini Adapureddy, who explains the brand's formulation philosophy, alongside leading dermatologists Dr. Rashi Soni, Dr. Anupriya Goel, Dr. Shivangi Rana, Dr. Sanyogita Singh and Dr. Nirupama.
Using simple visuals and expert-led explanations, the film introduces liposomal technology as a delivery system that encapsulates active ingredients in microscopic lipid-based carriers to support improved stability and absorption. It concludes with the message, "Co-created with Dermatologists", reinforcing Deconstruct's science-first positioning.
Speaking about the campaign, Malini Adapureddy, Founder and CEO, Deconstruct, said, “With this campaign, we wanted to make the science behind our upgraded serum range easier to understand. Consumers today are familiar with active ingredients, but the next stage of skincare performance lies in how effectively those actives are protected and delivered to the skin. Liposomal Technology allowed us to reimagine our serum formulations with a stronger delivery system, while staying true to our promise of being highly effective, yet gentle. For us, this campaign is about decoding that shift in a simple, accessible way and helping consumers understand why delivery science matters in modern skincare.”
The upgraded portfolio includes the 10% Brightening Vitamin C Serum, 15% Bright + Glow Vitamin C Serum, Oil Control Niacinamide Serum, Dark Spot Clearing Serum and Exfoliating AHA BHA PHA Serum.
The campaign has been rolled out across Deconstruct's social media platforms and is being amplified through YouTube and Meta-led digital advertising.
