Indian skincare brand d’you has launched embrace, its first retinoid-based skincare product, alongside a campaign that features people in their 40s, 50s, and 60s instead of younger models typically seen in anti-aging advertisements.
The campaign is led by actor, author, and cancer survivor Lisa Ray and highlights individuals with visible signs of aging without retouching. It marks a shift from conventional beauty campaigns that often promote products for mature skin using much younger faces.
With embrace, d’you presents its retinoid as a skincare product designed to support skin at every stage of life rather than promising to reverse aging. Built around the tagline Not to erase. To embrace aging, the campaign encourages a more accepting view of it, positioning it as a natural part of life rather than something to be concealed.
The company says the campaign challenges long-standing marketing practices in the anti-aging skincare category, where messaging has traditionally focused on preventing or reversing visible signs of age.
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“The easier path was to sell embrace the way every retinoid gets sold — as a nightly correction, a defence against your own face. We chose relief over fear. There is nothing about aging that needs fixing,” said Shamika Haldipurkar, Founder & CEO, d’you.
