In a beauty industry heavily influenced by viral trends and social media recommendations, dermatological skincare brand Bioderma is encouraging consumers to return to science-based skincare. Through its latest campaign titled “Choose what’s clinically proven. Not what’s viral.”, the brand has partnered with actor Sonakshi Sinha and dermatologist Dr. Shivangi Rana to highlight the importance of dermatologically tested products.
The campaign reflects the current landscape of the skincare market, where consumers are often overwhelmed by numerous influencer recommendations and trending routines. With more than 2,000 moisturisers available in India, identifying reliable and effective products has become increasingly challenging. Bioderma aims to address this confusion by guiding consumers toward clinically proven solutions.
At the heart of the campaign is Bioderma Atoderm Crème Ultra, a moisturiser formulated for dry to very dry skin and recommended by more than 2,000 dermatologists across India. Enriched with Niacinamide, the product is designed to strengthen the skin barrier, boost ceramide production, provide up to 24-hour hydration, and restore softness and smoothness.
The campaign film depicts a familiar scenario in which a consumer searches online for the “best moisturiser for dry skin.” The search results quickly fill with influencer videos, trending posts, and countless product suggestions, illustrating the overwhelming choices available. Actor Sonakshi Sinha then appears with a simple reminder that when the skin barrier is compromised, nothing matters more than repairing it. Dermatologist Dr. Shivangi Rana reinforces the message by emphasizing the importance of choosing products supported by dermatological expertise rather than viral popularity.
The film concludes with a cultural reference to Sonakshi’s father, actor Shatrughan Sinha’s iconic phrase, as she delivers the campaign’s message: “When the noise gets loud, say Khamosh.”
Commenting on the campaign, Roshan Kunder, Marketing and Ecommerce Director at NAOS India, said that while consumers today are more informed, they are also increasingly overwhelmed by the sheer number of products and online recommendations. The campaign aims to simplify skincare choices by focusing on science-backed formulations and trusted dermatological guidance.
Sonakshi Sinha also shared that the abundance of skincare trends and product suggestions can make skincare confusing for many people. She highlighted that Bioderma’s approach focuses on repairing the skin barrier and prioritizing effective, science-backed solutions rather than chasing every new trend.
Her association with the campaign reflects authenticity, as she is also a user of Bioderma Atoderm Crème Ultra. With this initiative, Bioderma seeks to encourage consumers to rely on clinically proven skincare solutions and trusted dermatological expertise when making skincare decisions.
