The Face Shop Launches ‘Tough Guys Need Sunscreen Too’ Campaign With Rannvijay Singha
The Face Shop has launched the “Tough Guys Need Sunscreen Too” campaign featuring Rannvijay Singha to reposition sunscreen as an everyday protection essential.
SociapaHQ
The Face Shop has launched a new campaign with Rannvijay Singha called “Tough Guys Need Sunscreen Too” to break the stereotype around sunscreen and skincare.
The campaign reframes sunscreen as a functional, everyday product category associated with protection and performance, rather than a beauty-driven product category.
The campaign film is an action-led narrative, with Singha in an outdoors-oriented role, to accentuate the practical significance of sun protection in physically demanding and outdoor activities.
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Check out the campaign here:
Skincare Beyond Beauty:
The campaign is for The Face Shop Rice Water Bright Moisture Sunscreen, SPF 50+ PA++++, which features rice-derived ingredients and panthenol.
The company said the campaign is part of a broader trend in the skincare industry, with brands expanding the scope of skincare products across gender, lifestyle and daily routines, not just cosmetic messaging.
Commenting on the campaign, Singha said his outdoor-heavy lifestyle made skincare more about protection than appearance.
“Most people know me as someone who’s constantly outdoors — riding bikes, travelling, shooting in extreme conditions, or pushing myself physically,” Singha said.
“When you spend that much time under the sun, skincare stops being about vanity and becomes about protection and performance,” he added.
Beyond Beauty Messaging:
The campaign is trying to break the stereotype that sunscreen is only associated with beauty or women-focused skincare products,” Singha said.
“For me, using sunscreen is as essential as wearing the right gear when I ride,” he said.
Commenting on the campaign strategy, Aashriya Sharma said the initiative was designed to move beyond traditional beauty advertising and open up broader conversations around skincare inclusivity.
“With ‘Tough Guys Need Sunscreen Too’, we wanted to move beyond traditional beauty communication and start a larger cultural conversation around skincare inclusivity,” Sharma said.
She added that the campaign attempts to make sunscreen feel more accessible, practical and culturally relevant to a wider consumer base by focusing on functionality and everyday use.
