Close-up of very dry, textured skin.

The ad opens with a close-up of dry, textured skin, then transitions to a person scratching their neck. It then shows a woman speaking directly to the camera, followed by a shot of the La Roche-Posay Lipikar Baume AP+M bottle. Abstract visuals of skin cells and a hand applying lotion are interspersed with shots of a smiling baby and a woman. The ad concludes with a shot of the product bottle and a dermatologist recommendation.