Deconstruct launches ‘Derms Know. Do You?’ campaign, championing Highly Effective, Yet Gentle skincare backed by dermatologists

• Deconstruct’s latest campaign aims to shift consumer perceptions and communicate that the best skincare is not one that is just effective, but that which is also gentle on the skin and backed by science
• Targeted at Gen Z, especially beginners to skincare, the campaign challenges conventional noise with expert-led communication that drives a shift in how skincare is understood.
• The campaign films emphasize the brand’s “Highly Effective Yet Gentle” (HEG) proposition and spotlights clinically active skincare that is powerful on results, yet gentle on the skin, making it safe, non-irritating, and suitable for long-term use
• The films feature Deconstruct’s founder Malini Adapureddy, who introduces the brand’s HEG philosophy while engaging India’s top Dermatologists, Dr. Priyanka Reddy, Dr. Tanvi Vaidya and Dr. Rashi Soni, to bust myths about skincare, in a podcast-style setup
• With a cinematic metaphor and clinical validation, Deconstruct’s new campaign makes a compelling case for skin-smart, science-first skincare.

 National, 6^th Aug, 2025: Deconstruct, a science-backed skincare brand redefining active-based routines in India, has unveiled its newest campaign, ‘Derms Know. Do You?’, spotlighting its foundational belief in Highly Effective Yet Gentle (HEG) skincare. Set to run over a three-month period, the campaign challenges conventional notions about active based skincare, such as the belief that stronger formulations are more effective.

The core message of the campaign is delivered  through a brand film, featuring Deconstruct’s founder, Malini Adapureddy and a panel of dermatologists, what makes skincare truly the best and concluding that a highly effective yet gentle approach is key to achieving healthier skin.

About the film: Deconstruct’s founder, Malini Adapureddy, is seen introducing the “Kettlebell Test” as a compelling metaphor that brings the brand’s Highly Effective Yet Gentle (HEG) philosophy to life. Viewers witness a heavy kettlebell smashing into a cardboard box, causing severe damage, but landing softly on it when cushioned by a foam layer, capturing the idea that skincare can deliver powerful results,  by being highly effective, yet gentle. With its cinematic execution and thought-provoking narrative, the film not only challenges prevailing myths around active-based skincare, but also sets the creative tone for the campaign – one that blends science, storytelling, and consumer education, to drive home the message that real results don’t require compromise.

The campaign features a series of digital videos and dermatologist-led debates that build credibility around the HEG proposition. Partnering with leading experts such as Dr. Priyanka Reddy, Dr. Tanvi Vaidya, and Dr. Rashi Soni, Deconstruct explores what best skincare truly means today. The top dermatologists challenge several outdated skincare beliefs that often mislead consumers, especially beginners. They dispel the myth that a product must sting to be effective, emphasizing that irritation is not a sign of efficacy. They also counter the assumption that stronger actives deliver better or faster results, highlighting the importance of balanced formulations tailored to individual skin needs. The experts caution against the obsession with instant results, reinforcing that truly effective skincare is designed for long-term, consistent use. Collectively, they advocate for a more thoughtful, science-led approach — one that prioritizes skin health over harsh quick fixes, and resonates strongly with a new generation seeking both performance and gentleness in their skincare.

The campaign will also highlight Deconstruct’s hero range, where each product is rooted in clinical science and textural innovation. This includes the lightweight Gel Sunscreen, perfect for oily skin , the 10% Vitamin C Serum with 0.5% Ferulic Acid which brightens the skin and is also non-irritating , the Oil-Free Moisturiser for non greasy hydration, the intensely Brightening Lip Balm which helps reduce lip pigmentation, and the Oil Control Facewash which a gentle cleanser that also regulates oil production. All products are dermatologically tested to ensure efficacy without irritation, a key component of the HEG standard.

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.”

Campaign Link 1:    

The Derm Debate | The Best Skincare is Highly Effective Yet Gentle | Derms Know. Do You? #skincare

Campaign Link 2:

The Best Skincare Is Highly Effective Yet Gentle | Derms Know, Do You? | Deconstruct Skincare

Creative credits: 

Production House: Boathouse Media

Director: Devik Rathod

With the Highly Effective Yet Gentle proposition, Deconstruct is tapping into the fast-growing consumer demand for ingredient transparency, minimal intuitive routines, science backed products, and ease of use. The campaign also highlights the brand’s long-term commitment to offering skincare that’s not just effective in the lab, but gentle in real life.