Deconstruct, the science-backed skincare brand built on its philosophy of “Highly Effective, Yet Gentle”, has unveiled ‘Oily Skin Tested’, a documentary-led campaign featuring real consumers comparing serum formulations on oily skin. The initiative challenges a common approach to skincare, where consumers often prioritise active ingredients and concerns such as pigmentation or dullness, while overlooking whether a serum's formulation suits their skin type. About the campaign: The campaign began with a simple question: are serums marketed as suitable for all skin types necessarily suited to oily skin? To explore this, Deconstruct invited consumers across South India to participate in a product-testing experience. From over 6,000 registrations, 10 individuals with oily skin were selected to take part in a day-long experiment in Chennai. The documentary opens with participants sharing their everyday skincare challenges, including heavy, sticky formulations and excess oil. They are then introduced to two unidentified serums, applied to opposite sides…
