Mumbai: The Face Shop has launched its latest campaign film, ‘Tough Guys Need Sunscreen Too’, featuring Rannvijay Singha, as the skincare and beauty brand looks to challenge conventional perceptions around sunscreen and position it as an everyday essential for everyone.
The campaign seeks to break the stereotype that sunscreen is primarily associated with beauty or women-centric skincare categories. Through a high-energy narrative and a culturally relevant insight, the film reframes sunscreen as a performance-driven product relevant across genders and lifestyles.
Led by Rannvijay Singha as a rugged and outdoors-focused protagonist, the campaign positions sun protection as an essential part of daily wellness and self-care routines, moving beyond traditional beauty advertising tropes.
At the centre of the campaign is The Face Shop’s new Rice Water Bright Moisture Sunscreen, powered by the brand’s proprietary Rice Active ComplexTM developed over 17 years of research. The lightweight formulation offers SPF 50+ PA++++ broad-spectrum UV protection while delivering hydration and a radiant finish. Enriched with rice-derived ingredients and 1% Panthenol, the product is designed to nourish the skin, strengthen the skin barrier, and provide a smooth base suitable for everyday use across skin types.
The campaign also reflects evolving consumer preferences, where skincare products are increasingly viewed as gender-neutral, functional and performance-oriented. According to the brand, early consumer feedback from the product’s soft launch highlighted appreciation for its lightweight texture, non-greasy finish and hydration benefits, pointing to growing demand for multifunctional skincare solutions.
Speaking about the campaign, Rannvijay Singha said, “Most people know me as someone who’s constantly outdoors – riding bikes, travelling, shooting in extreme conditions, or pushing myself physically. When you spend that much time under the sun, skincare stops being about vanity and becomes about protection and performance. That’s what I connected with in this campaign. ‘Tough Guys Need Sunscreen Too’ breaks the stereotype that sunscreen is only a beauty product and reminds people that taking care of your skin is just as important as taking care of your body. For me, using sunscreen is as essential as wearing the right gear when I ride.”
Commenting on the launch, Aashriya Sharma, Head of Marketing at The Face Shop India, said, “With ‘Tough Guys Need Sunscreen Too’, we wanted to move beyond traditional beauty communication and start a larger cultural conversation around skincare inclusivity. Sunscreen is one of the most essential skincare products, yet outdated stereotypes often limit how it is perceived and consumed. Through this campaign, we wanted to create a fresh, disruptive narrative that makes skincare feel accessible, functional, and relevant for everyone. Rannvijay brought the perfect authenticity and energy to this message.”
With the latest campaign, The Face Shop aims to extend the conversation around skincare beyond beauty positioning, highlighting sunscreen as a product rooted in protection, inclusivity and everyday performance.
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