Cleanser / India exclusive

Duelle 2-in-1 Brightening Cleanser

Niacinamide 2% plus rose water. Cleanses, brightens, and hydrates for 24 hours. Launched Feb 2026.

MRP
549 (30ml) / 1,099 (100ml)
Audience
F22 to 38, combo or oily, brightness seekers
Hero claim
Cleanser that also brightens, 24hr hydration
Clinical
n=35, 100% felt clean + soft, 64.5% smoother skin
Key active
Niacinamide 2%, Rosa Damascena, Red Algae 0.4%
Length target
30 to 45 seconds

01 Hook bank 25 options Scripted

Test 5 per ad set. Mix across groups so we learn which angle works cold.

Contrarian
  1. "Most brightening cleansers strip your skin. Read that again."
  2. "I stopped using foaming face wash and my skin actually got brighter."
  3. "Every cleanser I tried either cleaned or brightened. Never both."
Problem-aware
  1. "If your cleanser leaves your face feeling tight, it's stripping you."
  2. "Dull skin is usually not a serum problem. It's a cleanser problem."
  3. "If you have combination skin, most cleansers over-correct one side and wreck the other."
Clinical / authority
  1. "A 35-person clinical study. 100% said their skin felt clean and soft after the first wash."
  2. "A cleanser with niacinamide at 2% and clinical proof of 24-hour hydration is rare. Most don't even try."
  3. "The first cleanser I've used that my dermatologist didn't flag."
Sensory
  1. "This smells like a rose garden and cleans like a clinical formula."
  2. "Gel in, silk out. That's the feeling."
  3. "If a cleanser ever felt like a cold drink of water, this is it."
Curiosity
  1. "3 things I swapped out after finding this cleanser."
  2. "I replaced three products with one. Here's what happened."
  3. "The reason my skin looks brighter has nothing to do with a serum."
Time-bound demo
  1. "Used this every morning for 14 days. Here's what I noticed."
  2. "One week in. My pores look smaller and I'm not sure why."
  3. "Before and after a single wash. Watch the texture."
POV / confessional
  1. "I don't trust cleansers that promise to brighten. This one changed my mind."
  2. "Tried this because I was desperate. Stayed because it actually worked."
  3. "Imagine if your cleanser did half the work of your toner. That's this."
Category callout
  1. "Indian skincare finally has a brightening cleanser that doesn't burn."
  2. "Most 2-in-1 products do neither well. This one does both."
  3. "If you're using vitamin C serum and a stripping cleanser, you're cancelling yourself out."
  4. "A cleanser with niacinamide, rose water, and red algae priced below 1,100."

02 Body brief Briefed

Reference one truth, show the sensory cue, avoid every landmine. Creator's own voice.

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 Duelle. Link in bio if you want to try it."