India — Leeford’s skincare brand Alite has launched a new campaign that takes aim at the growing culture of unverified skincare advice online, using humour to spotlight how quickly acne myths and questionable remedies spread across social media and everyday conversations.
Created in partnership with Talented and WPP Productions, the campaign centres on two films featuring actors Anushka Sen and Taaruk Raina, with both films built around a familiar consumer experience: the moment a pimple appears, everyone suddenly becomes a skincare expert.
One film transforms self-appointed advisors into lab-coat-wearing “scientists,” poking fun at the way authority is often performed online despite a lack of expertise. The second film reimagines these voices as parrots, endlessly repeating skincare tips, miracle ingredients and viral advice picked up from social media content.
Through the creative approach, the campaign highlights how misinformation can quickly gain credibility when repeated often enough, regardless of whether it is backed by science, using exaggerated characters and relatable situations in the films to reflect the confusion many consumers face when navigating skincare information online.
Rather than focusing solely on product benefits, the campaign is designed to connect with audiences through a shared frustration. By acknowledging the overwhelming amount of conflicting skincare advice consumers encounter every day, Alite aims to position itself as a more credible voice in a category often dominated by trends and speculation.
Sidhant Gupta, Director at Leeford Healthcare Ltd., said, “This campaign is our way of standing with every person who has been confused, misled, or overwhelmed by the flood of unsolicited advice that comes the moment a pimple appears.”
“We wanted to speak plainly, and with some humour, because the truth is – the science exists. You just have to trust the right source,” added Gupta.
Ruhin Chatterjee, Strategy at Talented, shared, “Category conversations have skewed how science is presented to our audience and how they process it. Science has just been co-opted as table-stakes vocabulary, in an echo chamber that is trying to make popular and trending ingredients synonymous with what is effective.”
“That created the room to separate the ‘kuch bhi science’ from what’s scientifically proven in Alite. It also gave us the chance to creatively empathise with how overwhelmed our audience is by the relentless performative expertise that surrounds them,” added Chatterjee.
The campaign is now rolling out across digital platforms, with the films designed to encourage sharing, discussion and engagement among audiences increasingly exposed to skincare content across social media.
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