Treatment / Hero claim

Aesthetique Retexturing Serum

Dual AHA (glycolic + lactic) with niacinamide, ceramides, and a marula-borage-passion-fruit oil blend. Clinically proven for dark spots on Fitzpatrick IV-V skin. The only Plenaire product with face-applied clinical data on Indian skin tones.

MRP
399 (4ml trial) / 1,499 (15ml) / 2,499 (30ml)
Audience
F25 to 44, Fitzpatrick IV-V, dark spots, uneven tone
Hero claim
Clinically proven dark spot reduction on Indian skin tones
Clinical
n=25 Fitzpatrick IV-V, 45 days, face-applied, Mexameter-measured melanin and dark spot reduction
Key active
Glycolic + lactic acid, niacinamide, full ceramide complex
Length target
40 to 55 seconds (higher-consideration product)

01 Hook bank 25 options Scripted

Dark spot angle is the single strongest claim in the India range. Lean into it. Also test the "feels like air" sensory angle and the trial-size entry at 399.

Contrarian
  1. "Most serums marketed for dark spots in India were never tested on Indian skin."
  2. "You don't need vitamin C for dark spots. You need this."
  3. "Retinol cracked my skin. This didn't, and it actually did something."
Problem-aware dark spots
  1. "Dark spots on Indian skin respond differently. Most global serums ignore that."
  2. "If you've had a dark spot for over a year, topicals alone usually don't fix it. This is the exception."
  3. "Acne scars from five years ago. 45 days later. Watch."
  4. "If your forehead looks patchy under foundation, dark spots are usually why."
Clinical / authority
  1. "A 45-day clinical study. 25 people. Fitzpatrick IV-V. Measurable dark spot reduction."
  2. "Mexameter-measured melanin reduction. That's the gold-standard device for pigmentation."
  3. "The only Plenaire product with face-applied clinical data on Indian skin tones."
  4. "Dual AHA, plus niacinamide, plus a ceramide complex, plus clinical proof. Rare combination."
Sensory
  1. "Serums with acids usually sting. This doesn't. I had to check the label."
  2. "It feels like air. That's the closest I can get."
  3. "Two drops and my skin absorbed everything. No sting. No tightness."
Curiosity
  1. "Why the India version of this serum has twice the ingredients as the UK version."
  2. "Three things I stopped using after 45 days of this."
  3. "The reason I didn't need moisturiser for the first time in years."
Time-bound demo
  1. "Day 1 versus day 45. Same light, same angle, no filter."
  2. "I used this every night for 20 days. Here's the honest update."
  3. "Texture on day one, texture on day 30. The difference."
POV / confessional
  1. "I tried everything for my dark spots. This is the first one that moved the needle."
  2. "I'm not easily impressed by serums. This one I'm actually telling friends about."
  3. "If I had to pick one active skincare product, this would be it."
Trial-size entry
  1. "399 for a trial size. That's the lowest-risk way to try a serum with this much clinical work behind it."
  2. "They launched a 4ml trial so Indian skin types could test it without committing to a full bottle. That's rare."

02 Body brief Briefed

Lean clinical. The dark spot study is our strongest single claim in the India range.

Three product truths
Sensory cue show on camera, don't say
Four landmines do not say or imply

03 CTA Locked

Last 3 to 5 seconds.

"Plenaire Aesthetique. Link in bio if you want to try it. They have a 4ml trial if you're not ready for a full bottle."