MUMBAI: Plum, a science-first, vegan beauty brand established in 2014, has unveiled its new tagline, which celebrates science and skincare rituals, all while emphasising the relationship between Plum and its consumers, called #Plumsters.
At the heart of this campaign is the effort to create awareness about Plum’s formulations. Featuring ingredients like niacinamide, renowned for its ability to brighten and reduce blemishes, and the legendary green tea, which is an oily skin specialist, the campaign illustrates the science behind each product. However, the true magic unfolds beyond mere ingredients – in the smiles, moments of joy and other things that these products inspire in the everyday lives of Plumsters. That is the campaign’s message.
This campaign, with its narrative and science-meets-magic approach, underscores Plum’s philosophy of ‘be good’ and highlights the seamless blend of research-backed formulations and deep consumer trust built over the years. It highlights that skincare transcends the physical act of applying products and encompasses the emotional connections cultivated along the way. The narrative encourages consumers to embrace rituals that accompany their skincare journeys, affirming that every routine is a moment to celebrate and a chance to connect with oneself and with the things one loves.
Shankar Prasad, founder, CEO Plum said, “When I’m asked what Plum “stands for” in a crowded market, I believe a more relevant question is: “What does Plum mean to its users, the Plumsters?” After hundreds of hours of engaging conversations, soul-searching, and whiteboard sessions, we’ve come to realise that Plum is about chemistry – not just of the laboratory kind, but one that’s between us and Plumsters. We provide the science, but Plumsters keep the faith. Together, we share a bond that’s incredibly special.”
Plum added that it tries to understand and respond to the needs of its Plumsters. The brand said that it values their feedback and insights, ensuring that every product reflects their desires and aspirations. This two-way relationship empowers consumers, reinforcing that the Plumsters are at the heart of everything Plum does.
