Dermatological skincare brand Bioderma has launched a new campaign titled “Choose what’s clinically proven. Not what’s viral.”, aiming to shift the skincare conversation back to science in a market dominated by social media trends. The campaign features actor Sonakshi Sinha alongside dermatologist Dr. Shivangi Rana, highlighting the importance of dermatologically tested products over viral beauty routines.

In today’s skincare landscape, consumers are often overwhelmed by influencer recommendations and trending routines. With over 2000 moisturisers available in the Indian market, choosing the right product for concerns like dry skin has become increasingly confusing. Bioderma’s campaign addresses this clutter by encouraging consumers to prioritise clinically proven skincare solutions backed by dermatological expertise.

At the centre of the campaign is Bioderma Atoderm Crème Ultra, a clinically tested moisturiser recommended by over 2000 dermatologists across India. Powered by Niacinamide, the formulation helps boost ceramides three times, supports skin barrier repair, provides 24-hour hydration, and restores softness for dry to very dry skin.

The campaign film opens with a relatable scenario: a consumer searching online for the “best moisturiser for dry skin” and being flooded with influencer content and product recommendations. As confusion grows, Sonakshi Sinha steps in, reminding viewers that when the skin barrier is compromised, dermatologists emphasise solutions backed by science.

The film concludes with a cultural reference to her father Shatrughan Sinha’s iconic catchphrase, as Sonakshi delivers the final line: “When the noise gets loud, say Khamosh.”

Through this campaign, Bioderma aims to empower consumers to move beyond fleeting trends and make informed skincare choices grounded in science, dermatology and proven efficacy.