Cleanser / Hero SKU

Rose Jelly Balm-to-Milk Cleanser

Dual-format makeup remover and daily cleanser. Jelly that dissolves into milk. Indian formulation is 30 ingredients versus 16 in the UK richer and more nourishing.

MRP
849 (30ml) / 2,199 (100ml)
Audience
F25 to 44, sensitive or combo, makeup wearers
Hero claim
Removes waterproof makeup and cleanses skin, 24hr hydration
Clinical
n=30: 99% instant hydration, 93% visible radiance, 100% removed waterproof makeup
Key active
Ceramide NP, rose water, squalane, phytosterols
Length target
30 to 45 seconds

01 Hook bank 25 options Scripted

This is the hero product. Invest deepest here test 8 to 10 hooks across concurrent ad sets.

Contrarian
  1. "I stopped using micellar water and my skin calmed down within a week."
  2. "Most makeup removers strip your barrier. Your barrier is why your skin looks dull."
  3. "A makeup remover with ceramides shouldn't exist. But it does."
Problem-aware
  1. "If your eyes burn after removing mascara, your makeup remover is the problem."
  2. "Tugging to remove eye makeup is the number one cause of fine lines under the eye."
  3. "If you've ever gone to bed with makeup on because you couldn't face a cotton pad, watch this."
Clinical / authority
  1. "A clinical study. 100% of people removed waterproof makeup in one pass."
  2. "The only Indian-formulation cleanser with ceramides, squalane, and rose water in one jar."
  3. "Dermatologist-tested, non-comedogenic, safe for sensitive skin. Rare for a makeup remover."
Sensory
  1. "This looks like jelly. It turns into milk. It smells like a rose garden in the rain."
  2. "Watch what happens when water hits this."
  3. "The texture is the proof. Jelly in. Milk out. Nothing tight."
  4. "Rose-scented. Not synthetic rose. The real thing."
Curiosity
  1. "Why the Indian version of this cleanser is richer than the UK version."
  2. "The reason this cleanser has 30 ingredients and not 16."
  3. "3 things I switched out after finding this."
Time-bound demo
  1. "Used this for 14 nights straight. Here's what changed."
  2. "One week of using this instead of my micellar water. Honest review."
  3. "Full face of waterproof makeup removed in 30 seconds. No scrubbing."
POV / confessional
  1. "I've been using this for three months and I cannot go back."
  2. "This is the first time a cleanser felt like skincare."
  3. "If I could only keep one step of my routine, it would be this."
Category callout
  1. "India has cleansers. India has makeup removers. India did not have this."
  2. "Most luxury cleansers are moisturisers in disguise. This one is a cleanser that feels like a moisturiser."
  3. "Why no Indian brand has made a makeup remover like this before."

02 Body brief Briefed

Reference one truth, show the sensory cue, 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. Word-for-word.

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