In a bold move to democratise skincare and encourage inclusivity, Deconstruct, a rising star in India’s skincare industry, recently concluded its 60-day Skincare Internship initiative, making significant waves across digital and offline platforms. With over 1.8 lakh registrations and a whopping 16.7 crore impressions, the campaign highlighted skincare as a daily wellness practice for all — regardless of gender, age, or skin type.

A Nationwide Drive for Skincare Awareness

The Skincare Internship campaign was an open-to-all programme aimed at simplifying skincare through education and personalised product use. Its objective was twofold: to position skincare as a routine of self-respect and self-care, and to actively dismantle the stereotype that skincare is a female-only pursuit.

The internship offered a compelling opportunity for participants to understand skincare from the ground up. Custom skincare regimens were curated for each selected intern based on their unique skin profiles, with guidance from renowned dermatologist Dr. Jinal Modi. The campaign gained momentum across urban and semi-urban markets thanks to its fully remote structure, which allowed enthusiastic participants to join from any part of India.

Championing Inclusivity and Representation

One of the most striking aspects of the initiative was its emphasis on gender inclusivity. Deconstruct reserved 50% of the internship slots for male participants — a deliberate move that paid off. The final participation stats reflected a nearly equal split: 45.12% men and 54.5% women, showcasing an encouraging response from male audiences and reinforcing the brand’s inclusive ethos.

Participants ranged across age groups, professions, and geographies, reaffirming the universal appeal of skincare when framed through a lens of accessibility and simplicity.

A Personalised, Digital-First Journey

Six finalists — Abhinandan Pande, Anisha, Ashima Bhat, Ayush Thakur, Lima Jamir, and Vijay Laxmi — were each awarded a ₹1 lakh stipend and paired with Deconstruct’s internal product team. Over two months, these interns shared real-time updates of their skincare routines through content such as Morning Routine, Day in My Life, Mini Vlogs, and On the Go Product Usage on Instagram. The campaign, in doing so, not only educated but also normalized skincare for everyday users.

The content-driven nature of the internship turned each intern into a relatable skincare ambassador, attracting attention from social media audiences and first-time skincare buyers alike.

Offline Impact through Hyperlocal OOH

To commemorate the internship’s top performers, Deconstruct brought their stories offline by launching large-format billboard campaigns in each intern’s hometown. Cities such as Kolkata, Vizag, Chandigarh, Gurgaon, Delhi, and Mumbai saw life-sized billboards featuring the interns holding their winner cheques — a rare example of user-generated digital campaigns translating into high-impact Out-of-Home (OOH) placements.

The billboard integration not only rewarded the interns but also celebrated ordinary consumers in a big, public-facing way — redefining the faces we typically see in skincare advertising.

Leadership Speaks

Commenting on the success of the initiative, Malini Adapureddy, founder and CEO of Deconstruct, stated:

“With the Skincare Internship, our goal was to spark a more inclusive and beginner-friendly conversation around skincare, because skincare is for anyone with skin. This initiative allowed us to reaffirm our belief that Anybody Can Skincare, regardless of gender, age, or background.”

She added that the brand’s core philosophy remains rooted in delivering gentle yet highly effective products, and the internship was an extension of this belief system. The initiative not only helped in simplifying product choices for beginners but also framed skincare as a fundamental part of self-care.

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