The Face Shop, Korea’s leading skincare and beauty brand, has launched its latest campaign film, ‘Tough Guys Need Sunscreen Too’, featuring Rannvijay Singha. The campaign challenges the common perception that sunscreen is only associated with beauty focused or feminine skincare routines. Through a high energy narrative, it presents sunscreen as a daily performance essential that fits into every lifestyle, regardless of gender.
The film positions Rannvijay Singha as a rugged and direct protagonist, using his persona to bring attention to sun protection in a more mainstream and relatable way. The campaign shifts the conversation around skincare by highlighting functionality, everyday use, and broad appeal rather than relying on conventional beauty advertising cues.
The campaign introduces the brand’s Rice Water Bright Moisture Sunscreen, formulated with The Face Shop’s proprietary Rice Active ComplexTM, developed through 17 years of research. The product offers SPF 50+ PA+ broad spectrum UV protection along with long lasting hydration and a radiant finish. It also contains rice derived ingredients and 1% Panthenol, which help nourish the skin, support the skin barrier, and create a smooth base that works well under makeup and for daily use across skin types.
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Speaking about the campaign, Rannvijay Singha said, “Most people know me as someone who’s constantly outdoors – riding bikes, travelling, shooting in extreme conditions, or pushing myself physically. When you spend that much time under the sun, skincare stops being about vanity and becomes about protection and performance.”
He further added, “That’s what I connected with in this campaign. ‘Tough Guys Need Sunscreen Too’ breaks the stereotype that sunscreen is only a beauty product and reminds people that taking care of your skin is just as important as taking care of your body. For me, using sunscreen is as essential as wearing the right gear when I ride.”
Commenting on the launch, Aashriya Sharma, Head of Marketing at The Face Shop India, said, “With ‘Tough Guys Need Sunscreen Too’, we wanted to move beyond traditional beauty communication and start a larger cultural conversation around skincare inclusivity. Sunscreen is one of the most essential skincare products, yet outdated stereotypes often limit how it is perceived and consumed.”
She further added, “Through this campaign, we wanted to create a fresh, disruptive narrative that makes skincare feel accessible, functional, and relevant for everyone. Rannvijay brought the perfect authenticity and energy to this message.”
