Deconstruct’s Skincare Interns Illuminate Radiant Skin in Bold OOH Campaign
Deconstruct debuts its “Skincare Interns” nationwide OOH campaign, spotlighting everyday consumers as real-life reps to demystify routines and showcase no-nonsense active ingredient science.
Prakhar
Putting Real People at the Helm
Skincare brand Deconstruct turns the spotlight on its own customers in a bold “Skincare Interns” OOH activation. Across 27 cities, commuters encounter posters featuring fresh faces—actual users—holding up their favorite Deconstruct serums and cleansers, sharing candid one-liners like “My acne wouldn’t quit, so I called in the pros.”
Demystifying Ingredient Science
Each ad pairs the intern’s testimonial with a concise breakdown of the product’s star actives—niacinamide, hyaluronic acid, and plant-derived retinoids—presented as simple bullet points. This fusion of relatable voices with clear science cuts through marketing jargon, empowering passersby to recognize exactly what their skin needs.
Unmissable Urban Touchpoints
From towering LED displays at city junctions to bus-shelter panels and subway car wraps, the campaign saturates high-traffic corridors. Vinyl-clad cafés and fitness studios also feature interactive staff picks corners, where stickers let patrons vote for their favorite intern testimonial—driving social shares and in-store discovery.
Peer-Driven Trust
By elevating everyday users rather than influencers, Deconstruct harnesses peer authenticity. Shoppers see “real results, real people,” reducing skepticism around claims. QR codes link to mini-profile videos of each intern—detailing their skin journeys and routine tips—bridging outdoor intrigue with online education.
Driving Trial and Loyalty
To convert interest into action, Deconstruct offers “Intern Sample Kits” at select pharmacies, giving commuters pocket-sized versions of top products. Digital receipts double as feedback loops, collecting user ratings and feeding insights back into new formula iterations—continuing the “intern” theme of hands-on learning.
Redefining Skincare Marketing
Deconstruct’s “Skincare Interns” campaign proves that honesty and education can coexist with bold outdoor spectacle. By turning customers into brand advocates, the brand not only builds trust but fosters a community united by shared skin-care goals—and the intern motto: learn fast, glow faster.
