ITC’s leading Cosmetic skincare brand Dermafique is co-designed by Dermatologists & Cellular Biologists with science at its core at ITC’s Life Sciences & Technology Centre. Dermafique’s product portfolio is backed with an extensive understanding of skin sciences, designed with Indian skin needs in mind, with all its products tested by Dermatologists on Indian Skin. Healthy Skin is dependent on our daily habits. With the plethora of opinions available now, it often becomes difficult to comprehend the skincare regimen that one should follow. Dermafique simplifies the conversation with a smart yet simplified skincare regimen. In its first multi-media communication, Dermafique introduces this smart new skin regimen of  01 Cleanse - 02 Tone – 03 Hydrate.     The film has been directed and conceptualized by Namita Subir Consultancy and presents the 1-2- 3 Skincare regimen that simplifies the conversation on skin care. Namita Roy Ghose and Subir Chatterjee, said, “The idea of back to the basics has always been simple and very effective. With Dermafique’s 3 step skin regimen, the film brings alive the philosophy of zen like skin through its pristine and clear communication approach. It brings together the worlds of science, groundbreaking technology and R&D in an innovative presentation of the brand philosophy of simplicity, discipline, balance and the holistic approach of zen.” Dermafique brings the conversation back to the simple basics of 1-2-3, a 3-step skincare routine for healthy, zen-like skin. 01 Cleanse: Cleansing is an unmissable step for healthy skin. Dermafique has a wide range of cleansers both in gel as well as foaming mousse formats to suit individual skin needs.  It is free of soap, alcohol, and parabens. 02 Tone: The All-important toner which is alcohol and paraben-free, helps cleanse pores and is an important step in the regimen. Dermafique All Important Toner restores the skin’s delicate pH balance and prepares the skin for the next step of hydration. 03 Hydrate: The fluctuating environmental conditions faced by our skin on a daily basis cause stress on the skin. Even pollution contributes to skin damage causing dryness and dullness. Dermafique presents a wide array of Hydration products - such as The Aqua Cloud [Hydrating Crème], made with natural oil duo and seaweed extract.