Moisturiser / India exclusive

Glacee Super Moisture Milk

Weightless glazing milk with ceramide NP, niacinamide 2.5%, marula and borage oils. Clinically proven 48-hour hydration. The longest in the Plenaire range.

MRP
1,199 (50ml) / 1,999 (100ml)
Audience
F25 to 44, dehydrated skin, radiance seekers
Hero claim
48-hour hydration, weightless glaze finish
Clinical
n=35 volar forearm, 48hr Corneometer. n=30: 98% softer, 92% smoother
Key active
Ceramide NP, niacinamide 2.5%, marula oil, sodium hyaluronate
Length target
30 to 45 seconds

01 Hook bank 25 options Scripted

48-hour hydration is the headline claim. Sensory angles also strong in Indian climate.

Contrarian
  1. "Thick moisturisers don't hydrate better. They just sit heavier."
  2. "Most moisturisers last 12 hours. This one lasts 48. Here's why that matters."
  3. "Glowy skin is not highlighter. It's hydration."
Problem-aware
  1. "If your skin looks dull by 4 PM, your moisturiser is tapping out."
  2. "Foundation flaking off by midday is a hydration problem, not a product problem."
  3. "Dehydrated skin makes every other product work worse. Fix this first."
Clinical / authority
  1. "48-hour hydration. Clinical study. That's twice what most moisturisers promise."
  2. "Ceramides, niacinamide at 2.5%, marula oil, and clinically 48 hours of hydration in one bottle."
  3. "The longest-lasting hydration in any Indian moisturiser I've tested."
Sensory
  1. "It goes on like milk. It sets like silk. It lasts for two days."
  2. "I can't explain what a glaze finish feels like. Watch."
  3. "This absorbs in 5 seconds. No tackiness. No shine. Just glow."
  4. "It's called Glacee for a reason. This is what iced skin feels like."
Curiosity
  1. "Why I stopped using heavy cream moisturisers in summer."
  2. "The one product in my routine everyone asks me about."
  3. "3 reasons my skin looks glazed, and two of them are not highlighter."
Time-bound demo
  1. "One application, 48 hours later. Watch the skin."
  2. "14 days of using this. Here's what my skin looks like now."
  3. "I applied this on Friday. It's Sunday morning and my skin is still soft."
POV / confessional
  1. "I thought ceramide was a buzzword. Then my skin stopped peeling."
  2. "I don't wear foundation anymore. This is why."
  3. "I replaced my thick night cream with this and my skin looks better."
Category callout
  1. "Indian brands finally making a moisturiser that doesn't feel like wet sunscreen."
  2. "Most luxury moisturisers feel heavy in Indian weather. This one doesn't."
  3. "For the price of a mid-range serum, you get a 48-hour moisturiser with clinical data."

02 Body brief Briefed

Reference one truth, show the glaze finish, avoid every landmine.

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

03 CTA Locked

Last 3 to 5 seconds.

"Plenaire Glacee. Link in bio if you want to try it."