Bengaluru: Deconstruct, a science-backed skincare brand known for its highly effective yet gentle formulations, is redefining skincare education with its latest campaign, ‘Skincare on the Menu.’ The campaign creatively draws parallels between cooking and skincare formulation, illustrating how precision, expertise, and ingredient quality play a crucial role in both fields.
By using a cooking metaphor, the campaign highlights that just like a dish’s outcome depends on the recipe and technique, skincare formulations require scientific precision and expertise to deliver optimal results. Through this innovative approach, Deconstruct simplifies complex skincare concepts, making them more accessible to consumers, especially beginners.
Ambika Singh, VP Brand Marketing, explained the thought behind the campaign, “The idea originates from Deconstruct’s philosophy of simplifying complex skincare concepts, making skincare science relatable and accessible to all, particularly beginners. By drawing parallels to cooking, the idea conveys, be it dishes or skincare products, the same recipe/formulation can yield different results depending on the process & expertise. Deconstruct’s Vitamin C Serum is crafted with meticulous formulation techniques, ensuring the perfect balance of stability, efficacy, and gentleness. This unique focus on formulation expertise sets Deconstruct apart in the skincare market.”
The three short ad films draw engaging parallels between food choices and skincare:
- Samosa with or without Chutney: Illustrates ingredient synergy by comparing samosas paired with chutney to Vitamin C serums with or without ferulic acid.
- Crispy vs. Soggy Dosa: Highlights stability & lightweight texture in skincare by comparing stable, lightweight formulations to crispy dosas, while unstable, irritating serums are likened to soggy dosas.
- Healthy vs. Tasty Salad: Demonstrates how gentleness complements efficacy by comparing a salad that is both tasty and healthy to a Vitamin C serum that is both effective and gentle.
Link to short films:
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Each ad uses crisp, engaging visuals and quick contrasts to educate viewers on the science of stability while keeping the messaging fun and relatable. The interactive format successfully conveys the importance of informed skincare choices in a fast-paced, digestible manner.
On the campaign’s launch, Malini Adapureddy, Founder & CEO, of Deconstruct, said, “At Deconstruct, our priority has always been our consumers and their journey towards healthier skin. We are committed to offering skincare solutions that are Highly Effective yet Gentle. Our Vitamin C Serum is a testament to this philosophy. Stability in Vitamin C serums is critical in delivering consistent results over time without irritation. By showcasing the differences between unstable and stable formulations, the campaign emphasizes how Deconstruct’s Vitamin C Serum provides glowing skin while being beginner-friendly.”
Creative credits:
Strategy & Concept: Ambika Singh (Deconstruct skincare)
Script: Jithin Naz (Mealsready films)
Production: Mealsready films
