CE DESK 
Fixderma emphasizes daily SPF 50+ application through new ad campaign, showcasing broad-spectrum defense against UVA/UVB rays for urban lifestyles with non-greasy, fast-absorbing formulas.
Fixderma has rolled out a new advertising campaign centered on its SPF 50+ sunscreen, underscoring the critical need for consistent daily sun protection amid rising urban pollution and screen exposure. The digital-first push targets millennials and professionals with messaging around seamless integration into morning routines, highlighting zero white cast and matte finishes suitable for Indian skin tones.
The lead ad film depicts a bustling city dweller navigating commutes, meetings, and errands, applying Fixderma SPF 50+ effortlessly before stepping out. It contrasts unprotected skin damage over time with the products protective shield, enriched with Vitamin C, Niacinamide, and antioxidants for added glow and repair. Water-resistant up to 80 minutes, the formula promises 12-hour coverage without reapplication hassles.
Positioned as a dermatologist-backed brand, Fixderma leverages this campaign to educate on invisible UV threats from glass windows and blue light, aligning with global skin cancer awareness trends. Available across Shadow, Pearl, and Glow variants, the range caters to oily, dry, and combination profiles at accessible price points.
Rolling out via Instagram Reels, YouTube, and e-commerce influencers, the initiative includes user-generated content challenges showing real-life SPF moments. Fixderma CEO Achin Lamba stressed prevention over cure in India’s $2 billion suncare market, where daily use lags behind occasional application.
Amid premiumization and clean beauty shifts, this campaign fortifies Fixderma’s leadership against rivals like La Shield and Photostable by blending science with lifestyle appeal. Targeting 30% category growth, it drives trial through combo offers and subscription models, embedding sun care as non-negotiable for youthful, resilient skin in sun-drenched climates.
