S:19 Skinlabs, a contemporary skincare brand built around the belief that “skin has phases,” has announced ‘S:19 Attention Day’, a one-day campaign centred on a ₹1 offer.
Scheduled for 9 October, the campaign will allow consumers to purchase any S:19 product for ₹1 exclusively through the brand’s website, subject to limited stock and applicable terms and conditions.
The campaign uses the proposition “We don’t have stars in our ads. So we made ₹1 the star.” Instead of featuring celebrity endorsements, S:19 Skinlabs has placed the ₹1 symbol at the centre of its brand communication.
The campaign is positioned as an experiment in the attention economy, using the ₹1 symbol as the visual and creative focus traditionally associated with celebrity-led advertising. Its creative treatment features a contemporary editorial aesthetic, concrete-brutalist studio setting and clean product photography.
S:19 Skinlabs is a new-age skincare brand founded on the idea that skin goes through different phases and that skincare should evolve accordingly. Its Phase 1 range comprises capsule creams, combining targeted formulations with a format designed around changing skin needs.
Speaking about the campaign, Sindhura Narla, Co-founder, S:19 Skinlabs, said, “Attention today is often built around who is in the campaign rather than what the campaign has to say or the products are. We wanted to challenge that convention in a way that felt true to S:19. ₹1 is simple, unexpected and impossible to ignore, so instead of putting a star in our ad, we decided to make ₹1 the star.”
Monica Ravilla, Co-founder, S:19 Skinlabs, added, “Attention Day is not about making a complicated offer. It is about creating a simple idea that people notice, remember and want to talk about. For us, ₹1 became more than a price point; it became the creative idea that brings the entire campaign to life.”
Through Attention Day, S:19 Skinlabs is also offering first-time consumers an opportunity to experience its Phase 1 capsule creams, while introducing the brand through a campaign built around its belief that skin has phases.
S:19 Attention Day will run on 9 October for one day only through s19skin.com, with limited stock available and applicable terms and conditions.
