Skincare brand promotes its ‘Highly Effective Yet Gentle’ philosophy
Science-backed skincare brand Deconstruct has launched its new campaign, ‘Derms Know. Do You?’, aimed at reshaping consumer understanding of active-based skincare. Central to the campaign is Deconstruct’s core belief in Highly Effective Yet Gentle (HEG) formulations-products that deliver results without irritation.
The campaign features a brand film starring founder Malini Adapureddy and a panel of dermatologists, opening with the “Kettlebell Test”-a metaphor showing that skincare, like a kettlebell, can be powerful yet gentle when cushioned properly. The film sets the tone for the brand’s mission: challenging myths like “stronger means better” and emphasizing skin health over quick fixes.
Digital content includes dermatologist-led debates with experts such as Dr. Priyanka Reddy, Dr. Tanvi Vaidya, and Dr. Rashi Soni. These experts debunk common skincare misconceptions, particularly the idea that irritation equals efficacy. They stress the value of balanced, personalized formulations for long-term results.
The campaign also promotes Deconstruct’s hero products, including its lightweight Gel Sunscreen, 10% Vitamin C Serum with Ferulic Acid, Oil-Free Moisturiser, Brightening Lip Balm, and Oil Control Facewash. All are dermatologically tested, aligning with the HEG standard.
Speaking on the campaign, founder Malini Adapureddy said, “We’re shifting the conversation around skincare actives and irritation. HEG isn’t just a claim-it’s our formulation philosophy backed by science.”
With this campaign, Deconstruct reinforces its commitment to transparency, science, and gentle yet effective skincare-meeting the growing demand for minimal, high-performance routines that work in real life, not just the lab.
