Carpe Diem? No, Carpe Deinde! Skincare brand Deinde is deep into its first big campaign, “Seize the Deinde.” It includes a range of efforts to engage consumers and spread brand awareness through hyperlocal pop-up activations, a YouTube TV spot, Meta and TikTok media, and sweepstakes.

It is big project for a new player in skincare—but Deinde is out to make a name for itself among a core group of consumers.

The goal, say officials, is to position Deinde as the go-to brand for Zillennials.

“‘Seize the Deinde’ is our brand’s twist on ‘seize the day,’ leaning into the insight that our Zillennial consumers view summer as a time to pack in momentous moments, and fulfill their summer bucket list,” said Dominique Gagnon, VP of consumer brands for Debut, the company behind the new skincare range.

“While sunup to sundown fun can be exhilarating, that pace of life can also leave skin dull and tired, at a moment when our consumers want to be vibrant and at their best. We’re inviting our audience to refresh, reset and sustain their skin health with Diende,” Gagnon added.

Hyperlocal Guerilla Marketing

As part of the campaign, Deinde is hosting a pop-up taco truck that is open late night on Fridays and early in morning on Saturdays. The truck dishes out free tacos, grapefruit aqua frescas and a sample of Deinde’s Purifying Whipped Cleanser, a mymicrobiome-certified formulation that is said to gently remove impurities and dirt while maintaining the skin’s barrier health.

The taco truck has already set up shop at Bar Stella and the Silverlake Farmer’s Market in Los Angeles. Next up is Venice, CA. Deinde’s taco truck will be outside of The Brig on Abbot Kinney Blvd. in Venice on June 28 and June 29.

To bring the campaign to a broader audience, Deinde is also running a “summer goals” themed sweepstakes in addition to paid Meta and TikTok placements. 

“Millennials have grown up with social media and are the most self-educated generation we have seen on skincare ingredients and efficacy,” said Gagnon. “I believe to resonate with them and survive their sharp lens, a brand has to be clear and transparent about their efficacy, technology and environmental impact—in a way that is approachable and accessible, not shrouded in marketing buzz or hype, or overloaded with irrelevant technical details. Our brand awareness-focused campaign executes on that concept beautifully, tapping into where our consumers’ mindset currently lives in June and July, in summer joy, in long days and summer nights.”

According to Gagnon, Deinde’s content marketing funnel is designed to “capture consumers’ attention in those moments, with clear presentation” of its benefits in “refreshing, resetting, and sustaining their skin health through their jam-packed summer at top of funnel.”

Then, the brand dives deeper into the strength of its science and technology as consumers progress through the funnel, noted Gagnon.

Inflammaging & Biotech

The science messaging centers around inflammaging and how Deinde is addressing it. For instance, formulations contain a patented biotech ingredient known as Naringenin, which is said to reduce inflammaging markers by 96%. Gagnon asserts that Naringenin is “15X more powerful than niacinamide and with 99% less land and water than plant cultivated ingredients.”

“The campaign positions Deinde as the go-to brand for Millennials in search of a powerful and preventative simple skincare routine—a reflection of this consumer’s proactive values and motivated nature,” she added.

Why Millennials?  These ages 26-35 consumers are now noticing early signs of aging on their skin and “leveling up their skincare,” Gagnon asserted. 

Deinde also announced that it is now EWG Verified.