The Face Shop has launched a new campaign film titled ‘Tough Guys Need Sunscreen Too’, featuring Rannvijay Singha. The campaign focuses on changing perceptions around sunscreen and skincare, positioning sun protection as part of an everyday routine rather than a beauty-led category.

The film uses an action-led narrative with Singha portraying an outdoors-oriented character to underline sunscreen’s functional and protective role. The campaign promotes the brand’s Rice Water Bright Moisture Sunscreen, which offers SPF 50+ PA++++ protection and contains rice-derived ingredients and panthenol.

The campaign also reflects a broader shift towards skincare products being marketed across genders and lifestyles, with brands increasingly highlighting functionality and daily use over cosmetic positioning.

Speaking about the campaign, 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.”

Commenting on the launch, 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 Sunscreen is one of the most essential skincare products, yet outdated stereotypes often limit how it is perceived and consumed.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.”