Deconstruct ‘Oily Skin Tested’ Campaign Puts Serums on Trial

Deconstruct campaign: skincare brand Deconstruct has launched ‘Oily Skin Tested’, a documentary-style campaign in which real consumers with oily skin compare serum formulations through a series of tests, afaqs! reported on 30 October 2026. The campaign was created in-house and is running on the brand’s social media and digital platforms.

Ten participants were chosen from more than 6,000 registrations across South India. They took part in a day-long product-testing session in Chennai, where each person applied two unidentified serums to opposite sides of the face.

How Did the Deconstruct Serum Test Work?

The participants went through three tests:

• Absorption and stickiness, checked by placing feathers on the skin after application
• Layering sunscreen over each serum and checking for visible residue
• Time in a temperature-controlled room that simulated afternoon heat, followed by sebum meter readings

According to Deconstruct, participants reported less stickiness and residue on the side where its serum was used, and sebum readings were lower after the heat test. The featured product is the Niacinamide Clearing Serum, with 5% niacinamide and 2% alpha arbutin.

Why Are Brands Turning to Consumer-Tested Campaigns?

Showing ordinary users testing a product side by side lets a brand demonstrate its claims rather than just state them. Malini Adapureddy, founder and CEO of Deconstruct, said: “we wanted to move beyond conventional advertising and let real consumers experience our formulations firsthand.” She added that “oily skin does not need fewer results, it needs the right formulation.”

What to Watch

The results shown in the campaign are as reported by Deconstruct. No independent review of the test had been published at the time of writing.

Frequently Asked Questions

What is Deconstruct’s ‘Oily Skin Tested’ campaign?

It is a documentary-style campaign in which 10 people with oily skin compared two unidentified serums on opposite sides of their face during a day-long session in Chennai.

Which agency made the Deconstruct campaign?

No agency was named. The campaign was conceptualised in-house by Deconstruct.

Which product does the campaign feature?

It features Deconstruct’s Niacinamide Clearing Serum, which contains 5% niacinamide and 2% alpha arbutin.