Mumbai: Deconstruct, the science-backed skincare brand redefining active-based routines in India, has unveiled its latest campaign, ‘Derms Know. Do You?’, spotlighting its core belief in Highly Effective Yet Gentle (HEG) skincare. Targeted at Gen Z and especially skincare beginners, the three-month campaign aims to shift conventional perceptions and challenge the notion that stronger formulations are inherently better.
The campaign communicates that the best skincare is not only effective but also gentle on the skin, backed by clinical science, and safe for long-term use. Through a brand film featuring founder Malini Adapureddy alongside leading dermatologists Dr. Priyanka Reddy, Dr. Tanvi Vaidya, and Dr. Rashi Soni, the narrative explores what makes skincare truly effective, concluding that a “highly effective yet gentle” approach is key to healthy skin.
In the film, Adapureddy introduces the “Kettlebell Test”—a striking metaphor for the HEG philosophy. A heavy kettlebell smashes into a cardboard box, causing damage, but lands softly when cushioned by foam, illustrating how skincare can deliver powerful results without harshness. The cinematic execution, paired with dermatologist-led conversations, challenges myths such as “a product must sting to be effective” or “stronger actives yield faster results”, advocating for balanced, irritation-free formulations tailored to individual needs.
The experts emphasize that truly effective skincare is designed for long-term, consistent use, cautioning against the chase for instant results and reinforcing the importance of prioritizing skin health over harsh quick fixes.
The campaign also shines a spotlight on Deconstruct’s hero range, including:
- Lightweight Gel Sunscreen for oily skin
- 10% Vitamin C Serum with 0.5% Ferulic Acid for brightening without irritation
- Oil-Free Moisturiser for non-greasy hydration
- Brightening Lip Balm to reduce lip pigmentation
- Oil Control Facewash for gentle cleansing and oil regulation
All products are dermatologically tested to meet the HEG standard of efficacy without irritation.
Speaking about the campaign, Malini Adapureddy, Founder & 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.”
