What’s Dosa doing in a skincare lab? Deconstruct draws parallels between cooking & skincare formulation
Mumbai: Deconstruct, a science-backed skincare brand offering highly effective yet gentle products, is redefining skincare education with its new ad campaign, ‘Skincare on the menu,’. The campaigndraws parallels between cooking & skincare formulations, wherein the cooking metaphor emphasizes that the quality of a dish depends not only on the recipe but also on precision and expertise.
Commenting on the concept & strategy, Ambika Singh VP Brand Marketing, said, ‘The idea originates from Deconstruct’s philosophy of simplifying complex skincare concepts, making skincare science relatable and accessible to all, particularly beginners. By drawing parallels to cooking, the idea conveys, be it dishes or skincare products, the same recipe/formulation can yield different results depending on the process & expertise. Deconstruct’s Vitamin C Serum is crafted with meticulous formulation techniques, ensuring the perfect balance of stability, efficacy, and gentleness. This unique focus on formulation expertise sets Deconstruct apart in the skincare market.’
The campaign features one long-form ad and three short films, each crafted to engage viewers and prompt them to choose Highly Effective Yet Gentle formulations just like they chose balanced food. The long-form film, titled ‘The Fight,’ unfolds during a couple’s date night at home, where the boyfriend tries to recreate his mother’s biryani recipe from her handwritten cookbook. A playful tension arises as the wife points out discrepancies in his process, such as adding tomatoes, which his mother never used. As the conversation shifts, she explains her delay in arriving home—she’d been overseeing a workplace experiment that confirmed her brand’s Vitamin C Serum as the gentlest on the market. Initially dismissive, the male partner equates all Vitamin C serums as the same, prompting her to draw a parallel between the biryani recipe and skincare formulation: the same hero ingredient can lead to vastly different outcomes depending on the expertise and precision involved. The ad concludes with the couple reconciling as she applies the serum to his face, reinforcing the campaign’s core message of ‘highly effective yet gentle.’
Film link:
The three short ad films draw engaging parallels between food choices and skincare:
● Samosa with or without Chutney: Illustrates ingredient synergy by comparing samosas paired with chutney to Vitamin C serums with or without ferulic acid.
● Crispy vs. Soggy Dosa: Highlights stability & lightweight texture in skincare by comparing stable, lightweight formulations to crispy dosas, while unstable, irritating serums are likened to soggy dosas.
● Healthy vs. Tasty Salad: Demonstrates how gentleness complements efficacy by comparing a salad that is both tasty and healthy to a Vitamin C serum that is both effective and gentle.
Link to short films:
Each ad uses crisp, engaging visuals and quick contrasts to educate viewers on the science of stability while keeping the messaging fun and relatable. The interactive format successfully conveys the importance of informed skincare choices in a fast-paced, digestible manner.
On the campaign’s launch, Malini Adapureddy, Founder & CEO, of Deconstruct, said, “At Deconstruct, our priority has always been our consumers and their journey towards healthier skin. We are committed to offering skincare solutions that are Highly Effective yet Gentle. Our Vitamin C Serum is a testament to this philosophy. Stability in Vitamin C serums is critical in delivering consistent results over time without irritation. By showcasing the differences between unstable and stable formulations, the campaign emphasizes how Deconstruct’s Vitamin C Serum provides glowing skin while being beginner-friendly.
Creative credits:
Strategy & Concept: Ambika Singh (Deconstruct skincare)
Script: Jithin Naz (Mealsready films)
Production: Mealsready films