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Vegan beauty brand Plum has launched an engaging new campaign featuring its latest tagline, which celebrates the blend of scientific innovation and the magic of skincare rituals. Founded in 2014, Plum emphasises a strong connection with its consumers, affectionately known as #Plumsters.
This campaign spotlights Plum's innovative formulations, featuring key ingredients such as niacinamide—renowned for its ability to brighten skin and reduce blemishes—and green tea, celebrated for its effectiveness in managing oily skin. More than just ingredients, the campaign illustrates how these products inspire joy and create meaningful moments in the everyday lives of Plumsters.
At the core of this narrative is Plum's philosophy of “be good,” showcasing the seamless integration of research-driven formulations with the deep trust cultivated over the years. The campaign emphasises that skincare transcends mere application; it is about the emotional connections formed through these rituals. Consumers are encouraged to embrace their skincare journeys, viewing each routine as a moment for self-celebration and connection.
Shankar Prasad, Founder and CEO of Plum, stated, “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's dedication to its community is reflected in its proactive approach to understanding and responding to the needs of its Plumsters. The brand values feedback and insights, ensuring that every product aligns with consumer desires and aspirations. This two-way relationship reinforces that Plumsters are at the heart of all Plum's endeavours.
