National, 04 November 2026: Deconstruct, the science-backed skincare brand built on its “Highly Effective, Yet Gentle” philosophy, transformed men’s washrooms across selected gyms, college hostels and corporate offices across Chennai into interactive ‘Oil Check Zones’ to encourage better face-washing habits among men. The experiential campaign engaged 2,000 men, prompting them to reconsider everyday practices such as washing their faces with only water, relying on soap or skipping face wash altogether. The initiative aimed to make proper face washing a more conscious part of men’s daily routines.
The campaign was built around a simple behavioural insight: people frequently touch their faces throughout the day, potentially transferring dirt, oil and bacteria from their hands to their skin without realising it. The campaign highlights how people touch their faces approximately 350 times a day, while their hands can carry over 150 different species of bacteria. Combined with inadequate face washing, these everyday habits can contribute to clogged pores and acne. This insight prompted Deconstruct to bring skincare education directly into spaces where these daily habits take place.
Deconstruct Oil Control Face Wash was at the centre of the campaign, with interactive oil checks using blotting paper and wet-wipe demonstrations helping participants identify visible traces of excess oil and dirt on their faces. These activities highlighted why washing with water alone may not be sufficient. Complimentary face wash samples were also distributed, giving participants an opportunity to incorporate a dedicated cleanser into their routines.
To amplify the initiative, Deconstruct developed a three-part video series using humour, candid consumer conversations and real on-ground interactions to bring the campaign to life. The series captures men’s responses to questions about their face-washing routines, including amusing attempts to spell ‘salicylic acid’, alongside spontaneous reactions during the activation. The films extend the campaign’s message beyond the participating locations, making conversations around men’s skincare more relatable and engaging.
Commenting on the initiative, Malini Adapureddy, Founder and CEO of Deconstruct, said, “Chennai’s humid weather makes excess oil a particularly relevant skincare concern, yet the importance of proper face washing is often overlooked. With men accounting for a considerable portion our consumer base, we wanted to address these everyday habits in a way that was engaging and practical. Through this initiative, we brought skincare education into familiar spaces, using interactive demonstrations and product trials to help men better understand their face-washing needs. We hope to build on these efforts to encourage greater skincare awareness among men.”
Through this initiative, Deconstruct aims to extend practical skincare awareness among men across Tamil Nadu and encourage more consistent face-washing habits.
About Deconstruct Skincare
With the motto ‘Highly Effective Yet Gentle’, Deconstruct aims to deliver well-researched, evidence-based skincare products that are effective while remaining gentle and non-irritating. The brand was founded by Malini Adapureddy, an engineer from IIT Kharagpur, with a vision to build a skincare brand focused on transparency, efficacy, and consumer trust.
