Indian skincare brand d’you has launched embrace, its first dual-retinoid serum, accompanied by a campaign that challenges the beauty industry’s traditional “anti-aging” narrative in favour of a pro-aging message.
Anchored by actor, author and cancer survivor Lisa Ray, the campaign features women in their 40s, 50s and 60s, the demographic the product is designed for—under the tagline, “Not to erase. To embrace.” Instead of using younger models, the campaign highlights visible signs of aging without retouching, positioning aging as something to be embraced rather than corrected.
Through the campaign, d’you seeks to reframe the skincare conversation by arguing that the anti-aging category has historically relied on fear-based messaging. The brand instead positions embrace as a product that supports skin through different stages of life rather than promising to reverse the effects of aging.
The serum combines liposomal retinaldehyde and encapsulated retinyl propionate, a dual-retinoid formulation designed to deliver visible skincare benefits while reducing the redness, dryness and irritation commonly associated with retinoid use.
According to the brand, the formulation is backed by a 56-day clinical study conducted across Indian skin tones. d’you said the campaign has generated positive responses on social media, with consumers appreciating the representation of older age groups in a category traditionally marketed using significantly younger faces.
Watch the campaign here:
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The easier path was to sell embrace the way every retinoid gets sold — as a nightly correction, a defence against your own face. We chose relief over fear. There is nothing about aging that needs fixing,” said Shamika Haldipurkar, Founder & CEO, d’you.
