The Face Shop has unveiled its latest campaign film, ‘Tough Guys Need Sunscreen Too’, featuring Rannvijay Singha as the face of the brand’s new sunscreen communication. The campaign seeks to challenge conventional perceptions around skincare by positioning sunscreen as an everyday necessity rather than a category associated primarily with beauty or women’s grooming.
Built around a high-energy narrative, the campaign reframes sunscreen as a performance-driven product relevant to all consumers, irrespective of gender or lifestyle. With Singha portraying a rugged and outdoor-oriented personality, the campaign moves away from traditional skincare advertising tropes and instead focuses on functionality, protection and daily use.
At the centre of the campaign is The Face Shop’s Rice Water Bright Moisture Sunscreen. The product is powered by the company’s proprietary Rice Active Complex, developed over 17 years of research. According to the brand, the sunscreen offers SPF 50+ PA++++ broad-spectrum UV protection while also delivering hydration and a lightweight finish suitable for everyday wear.
The formula includes rice-derived ingredients and 1% Panthenol, aimed at nourishing the skin, supporting the skin barrier and creating a smooth base for daily skincare and makeup routines. The campaign highlights the product’s non-sticky and lightweight texture as part of its appeal to consumers seeking practical and multifunctional skincare solutions.
The communication strategy also reflects changing consumer attitudes towards skincare, with the category increasingly becoming gender-neutral and performance-led. The brand said early feedback from the product’s soft launch highlighted consumer appreciation for the sunscreen’s featherlight feel, hydration benefits and non-greasy finish.
By positioning skincare as part of a broader wellness and protection routine, the campaign attempts to normalise sunscreen use among male consumers and challenge outdated stereotypes associated with skincare products.
Rannvijay Singha said, “Most people know me as someone who’s constantly outdoors - riding bikes, travelling, shooting in extreme conditions, or pushing myself physically. When you spend that much time under the sun, skincare stops being about vanity and becomes about protection and performance. That’s what I connected with in this campaign. ‘Tough Guys Need Sunscreen Too’ breaks the stereotype that sunscreen is only a beauty product and reminds people that taking care of your skin is just as important as taking care of your body. For me, using sunscreen is as essential as wearing the right gear when I ride.”
Speaking about the campaign direction, Aashriya Sharma, head of marketing at The Face Shop India, said, “With ‘Tough Guys Need Sunscreen Too’, we wanted to move beyond traditional beauty communication and start a larger cultural conversation around skincare inclusivity. Sunscreen is one of the most essential skincare products, yet outdated stereotypes often limit how it is perceived and consumed. Through this campaign, we wanted to create a fresh, disruptive narrative that makes skincare feel accessible, functional, and relevant for everyone. Rannvijay brought the perfect authenticity and energy to this message.”
The campaign continues The Face Shop’s focus on combining skincare functionality with culturally relevant storytelling. Through the initiative, the brand aims to position sunscreen as a daily lifestyle essential centred on protection, inclusivity and performance-driven skincare habits.
