Deconstruct has launched a new campaign to showcase its upgraded serum portfolio featuring Liposomal Technology, a delivery system designed to improve the stability and absorption of active ingredients. The campaign aims to explain the science behind ingredient delivery and make advanced skincare concepts easier for consumers to understand.
The campaign film features Deconstruct founder Malini Adapureddy, who explains the brand’s approach to improving serum performance through advanced delivery technology. Instead of focusing solely on active ingredients, the film highlights how those ingredients are protected, stabilised and delivered into the skin.
The campaign introduces Liposomal Technology as a system that uses microscopic lipid-based carriers to encapsulate active ingredients and support their delivery into the skin’s surface layers. Through simplified visuals and expert explanations, the film outlines the role of delivery systems in skincare performance.
The film also includes appearances by dermatologists Dr. Rashi Soni, Dr. Anupriya Goel, Dr. Shivangi Rana, Dr. Sanyogita Singh, and Dr. Nirupama, highlighting the brand’s dermatologist-led formulation approach. It concludes by stating that the upgraded serum range has been co-created with dermatologists.
The updated portfolio includes the 10% Brightening Vitamin C Serum, 15% Bright + Glow Vitamin C Serum, Oil Control Niacinamide Serum, Dark Spot Clearing Serum, and Exfoliating AHA BHA PHA Serum. According to the brand, the formulations retain their intended benefits while incorporating a delivery system that enhances ingredient stability and performance.
The campaign has been rolled out across Deconstruct’s social media channels and is being supported through digital promotions on YouTube and Meta platforms.
Watch the campaign
Speaking about the campaign, Malini Adapureddy, Founder and CEO, Deconstruct, said, “With this campaign, we wanted to make the science behind our upgraded serum range easier to understand. Consumers today are familiar with active ingredients, but the next stage of skincare performance lies in how effectively those actives are protected and delivered to the skin.”
She further added, “Liposomal Technology allowed us to reimagine our serum formulations with a stronger delivery system, while staying true to our promise of being highly effective, yet gentle. For us, this campaign is about decoding that shift in a simple, accessible way and helping consumers understand why delivery science matters in modern skincare.”
