The Face Shop India has launched a new campaign film featuring television personality and adventure enthusiast Rannvijay Singha, aimed at dismantling long-standing stereotypes around sunscreen and repositioning sun protection as a functional, everyday essential for all.
Titled ‘Tough Guys Need Sunscreen Too’, the campaign employs an action-led narrative with Singha portraying an outdoors-oriented character – drawing authentically from his real-life identity as a motorcyclist, traveller, and extreme conditions performer. The film deliberately moves away from conventional beauty-led communication, instead framing sunscreen as a performance and protection tool relevant to active, outdoor lifestyles.
At the centre of the campaign is The Face Shop’s Rice Water Bright Moisture Sunscreen, offering SPF 50+ PA++++ protection, formulated with rice-derived ingredients and panthenol. The product positioning reinforces the campaign’s core argument – that skincare is functional, not merely cosmetic.
Rannvijay Singha noted that years of working outdoors in extreme conditions had made sunscreen as essential to him as wearing the right protective gear, adding that the campaign resonated with his personal experience of skincare as protection rather than vanity.
Aashriya Sharma, Head of Marketing at The Face Shop India, described the campaign as an effort to spark a broader cultural conversation around skincare inclusivity, challenging outdated perceptions that have historically limited sunscreen’s appeal to a narrow consumer segment.
The campaign reflects a wider industry trend of brands increasingly marketing skincare across genders and lifestyle identities, with functionality and daily utility taking precedence over traditional cosmetic positioning.
