Plum, the science-first, vegan beauty brand established in 2014, unveils its brand-new tagline, which celebrates the power of science and the intangible magic of skincare rituals, all while emphasizing the special relationship between Plum and its consumers, lovingly called #Plumsters.
At the heart of this campaign lies a celebration of Plum’s innovative formulations. Featuring key ingredients like niacinamide, renowned for its ability to brighten & reduce blemishes, and the legendary green tea, which is an oily skin specialist, the campaign illustrates the thoughtful science behind each product.
However, the true magic unfolds beyond mere ingredients – in the smiles, moments of joy and other little magical things that these products inspire in the everyday lives of Plumsters.
This fresh 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 & 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 and CEO at 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 realize 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.”
Furthermore, Plum’s dedication to its community is evident in its commitment to understanding and responding to the needs of their Plumsters. The brand 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.
