Deconstruct has launched ‘Oily Skin Tested’, a documentary-led campaign in which consumers with oily skin compare serum formulations through a series of tests. Conceptualised in-house, it blends real-consumer experiences, product demonstrations and documentary-style storytelling, and will be promoted across the brand’s social media and digital platforms.
The brand picked 10 participants from over 6,000 registrations across South India for a day-long testing exercise in Chennai. Each received two unidentified serums, applied to opposite sides of the face, and went through three tests built around everyday skincare conditions. The first checked absorption and stickiness using feathers placed on the skin. The second examined how sunscreen layered over each serum, with participants looking for visible residue. The third exposed them to a temperature-controlled environment simulating afternoon heat, followed by sebum meter readings to compare oil levels.
According to Deconstruct, participants reported less stickiness and visible residue on the side treated with its serum, and sebum readings showed lower oil levels after the heat test. The film features the Niacinamide Clearing Serum, with 5% Niacinamide and 2% Alpha Arbutin.
Malini Adapureddy, founder and CEO, says how a serum feels matters as much as its ingredients, since consistent use drives results. She adds that the campaign aims to build transparency and trust, reinforcing the belief that oily skin needs the right formulation, not fewer results.
