Plum, India’s science-led skincare brand, has launched a new marketing campaign to introduce its latest product, The Vitamin C Serum. The campaign positions the product as a distinct offering in the Vitamin C category, with the tagline: “It’s not a... but THE Vitamin C Serum.”
The campaign supports the launch of Plum’s new 10% Vitamin C Serum, which the company says was developed through extensive feedback from its customer base, referred to as “Plumsters”.
“We went back to the basics,” said Shankar Prasad, Founder & CEO of Plum. “We asked Plumsters (aka our customers) what glow means to them. Turned out it was more than just brightness – a reflection of how healthy, balanced and resilient your skin really is. But that glow can be compromised by a range of factors - for some it’s uneven texture, for others, it’s dehydration, pigmentation, or even a weakened barrier.”
The campaign highlights the formulation’s combination of ingredients:
- 10% vitamin C to address pigmentation and boost glow
- 3% niacinamide for uneven skin texture
- 1% ceramide complex to support the skin barrier
- 1% hyaluronic acid for hydration
- Calendula to soothe skin
According to Plum, the product has been clinically evaluated, tested with its community, and is dermatologically approved. The brand claims that the serum provides visible results from the first use and strengthens the skin barrier within 14 days.
With this campaign, Plum aims to reinforce its positioning in the skincare market by focusing on formulations developed in collaboration with its community. The product is described by the company as vegan, clean, and developed with a focus on safety and efficacy.
