Deconstruct partners with Supari Studios for their first ever campaign

Consumers are more health and wellness-conscious than ever before – especially when it comes to skincare – perhaps why skincare, as a market segment, is growing faster than any other part of the beauty industry. Aligning with this evolution and need for holistic care, Deconstruct, popular science-based skincare brand, has partnered with Supari Studios for their latest brand film. Supari Studios is a specialist in bringing differentiated and relatable content that builds engaged communities of GenY/GenZ audiences online. With the Deconstruct film, Supari has skillfully brought attention to the brand as well as their mission ‘Information over impulse’ in skincare regimens.

Deconstruct wanted to break the usual clutter and tackle the impulse-buying habit that has been deep-seated in consumers. With this in mind, Supari Studios designed a film that identifies with Deconstruct’s 18-25 YO, primarily female audiences that brings to light the unsolicited advice that they might often face.

The protagonist in the campaign represents anyone who has been confused and overwhelmed by the amount of information and misinformation they need to wade through to find a skin care product that works for them. A little confused about her choices, we see her personal space being hijacked and taken over by characters that represent some of the “skinfluencers” that you’d meet in your life - like the nosy aunty, the friend who jumps on every trend, the pushy salesman etc. These antagonists that appear out of nowhere represent the many reasons that lead to impulse buying.  In the end, her beloved dog, the bark of reason, leads her to take matters into her own hands and research for herself what would work best.

On the campaign, Sakshi Bhasin, Creative Lead, Supari Studios said, “Working on the campaign with Deconstruct, we knew we had the unmissable chance to do something different and clutter breaking. Leaning into the brand’s philosophy around skincare, we decided to bring in an aspect of humour, and talk about the unsolicited advice and ever-changing trends that surround this industry. With the kind of experience our Director, Devika Chaturvedi brought to the table, we were able to add that exaggeration to the situations in the film and marry a skincare product with a humorous concept; a combination rarely seen in this space. As someone who has worked on a myriad of campaigns with beauty and skincare brands, this was the perfect opportunity to do something fresh and experimental”

“Since our childhood we have been provided with unsolicited advice from multiple sources, especially when it is skincare; But the new age knowledge economy consumer is changing & seeking their own information. Deconstruct aids them in this journey by providing well researched & simple information on the website, our product labels, our social media channels and helps them decide what is best. We want them to purchase on the basis of logic & science rather than trying to entice them with vague beauty results. Supari Studios helped us put this concept out in a succinct & relatable manner by using daily instances, which most of us must have gone through at least once in life. They pulled the entire project into execution in a crunched timeline and we are very happy to see our vision come to life beautifully in the video”, added Malini Adapureddy, Founder, Deconstruct.