Foxtale has released the second film in its campaign with Shah Rukh Khan, introducing its surface-to-source approach to skincare and extending the brand message, ‘Let Your Glow Through’.
The campaign is built around the idea that a visible skin concern may not always be the root cause of the problem. Instead of repeatedly addressing what appears on the surface, Foxtale positions its approach around identifying and addressing the underlying cause.
Skincare routines often focus on visible concerns, leading consumers to add more products or active ingredients when those issues return. Foxtale’s surface to source philosophy takes a different approach by focusing on what may be causing the concern in the first place.
According to the brand, its formulas are designed to address skin concerns from their source through to the surface. The approach is intended to go beyond temporarily managing visible symptoms and focus on the factors that contribute to recurring concerns.
The latest film communicates this idea through a simple metaphor rather than presenting it as a conventional skincare explanation. The film also connects the surface-to-source approach with Foxtale’s broader Let Your Glow Through brand philosophy.
The campaign presents skincare as a process of understanding the underlying cause of a concern and addressing it at its source, rather than simply treating what is visible.
Through Let Your Glow Through, Foxtale continues to position its brand philosophy around helping consumers address the factors that may prevent their natural skin from appearing at its best.
Watch the campaign
As Romita Mazumdar, Founder & CEO, Foxtale, said, “We’ve always believed that skincare is most effective when you understand what’s actually causing a concern, rather than repeatedly treating what’s showing up on the surface. That’s what Surface to Source means to us. You don’t just want to manage a problem every time it appears.”
She further added, “You want to understand it well enough to address where it begins. ‘Let Your Glow Through’ is the natural expression of that belief. We’re not trying to create a version of you that doesn’t exist. We’re trying to help your glow come through.”
