30 influencers, 10 nail beds, and one powerful message: science, not scratching, is the solution to dandruff itch
Mumbai, India, August 19, 2025 – What if your nails could talk? Sebamed, the leading dermatologist-recommended skincare brand, has answered that question with a disruptive new activation — the Smallest Nail Art Campaign, turning nails into the tiniest billboards to spread awareness about scalp health and dandruff itch relief.
The campaign highlights a universal habit: reaching for nails the moment the scalp itches. By transforming this overlooked action into a creative canvas, Sebamed is reframing the dandruff conversation — from just visible flakes to the deeper issue of itch and scalp health.
As part of the activation, Sebamed partnered with 30 lifestyle and beauty influencers at Belissimo Nail Studio in Khar, Mumbai. Each influencer’s nails were designed with hyper-detailed micro nail art that subtly illustrated the discomfort of dandruff and the urge to scratch, while cleverly reminding audiences that nails aren’t the solution — science is.
“We wanted to start an honest, light-hearted conversation about something we all experience but rarely talk about — scalp itch,” said Philip Kuncheria, Country Head, Sebamed. “By using nail art as our storytelling device, we combined beauty with dermatological insight in a way that feels both fresh and fun. It’s cheeky, clever, and gets people thinking without preaching.”
Sachin Kamble, CCO, Leo Burnett, added: “When it comes to powerful storytelling, scale doesn’t matter — relevance does. Using nails — the very tool we instinctively use to scratch our scalp — as ad space felt absurd yet deeply insightful. It’s disruptive, delightful, and reframes an everyday action into a conversation starter about scalp health.”
Since launch, the campaign has organically reached over 550,000+ accounts and driven 450,000+ engagements across reels and carousel posts, sparking conversations and curiosity around scalp itch, dandruff solutions, and overall scalp health.
About Sebamed
Sebamed is a globally trusted skincare brand recommended by dermatologists worldwide. Founded in Germany, the brand is known for its pH 5.5 formulations that protect and promote healthy skin and scalp. In India, Sebamed has established itself as a leader in scientifically driven skincare and haircare solutions, empowering consumers to make better choices for their skin and scalp health.
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