MUMBAI: Plum, a science-first, vegan beauty brand established in 2014, has launched its new Niacinamide range through the ‘Chemistry That’s Just Bright’ campaign. Featuring three playful short films, the campaign introduces Plum’s Niacinamide & Rice Water skincare lineup, designed to deliver what it calls bright, hydrated, and visibly radiant skin. The products—2% Niacinamide and Rice Water Simply Bright Face Wash, 10% Niacinamide Face Serum with Rice Water, and 2% Niacinamide & Rice Water Gel Cream—take centre stage in these ad films that celebrate everyday self-care moments.
Plum’s campaign aims to reflect its commitment to making skincare feel personal and joyful. From morning routines to nighttime rituals and carefree days with friends, the films encapsulate the magic of finding a skincare companion that feels real. Each scene looks to highlight the confidence and glow that Plum’s formulations bring to its users.
“We created ‘Chemistry That’s Just Bright’ to reflect the joy of finding skincare that fits seamlessly into daily routines, while bringing out a person’s natural radiance. With the Niacinamide & Rice Water range, we are committed to offering skincare solutions that not only address the unique concerns of our audience but also add an element of delight to their routines. Through this campaign, we invite our consumers to experience Plum as a friend they can rely on for healthy, radiant skin” said Shankar Prasad, founder, CEO Plum.
Each 30-second film looks to strike a balance between fun and intimacy, showcasing how Plum’s thoughtfully crafted formulations simplify skincare while delivering visible results. The films try to highlight the “chemistry” between Plum’s products and customers.
Beyond the films, the campaign aims to underscore Plum’s commitment to its community known as Plumsters. By listening to their feedback, Plum looks to ensure that its products and initiatives reflect their preferences and aspirations, reinforcing its ethos of customer-first innovation.
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