National, 26th November 2024:
Plum, the science-first, vegan beauty brand established in 2014, has launched its new Niacinamide range through the engaging and quirky ‘Chemistry That’s Just Bright’ campaign. Featuring three playful short films, the campaign introduces Plum’s Niacinamide & Rice Water skincare lineup, designed to deliver bright, hydrated, and visibly radiant skin. The products—2% Niacinamide & 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 vibrant films that celebrate everyday self-care moments.
Plum’s campaign reflects 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. With a delightful mix of charm and relatability, each scene highlights 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,” said Shankar Prasad, Founder and CEO of Plum. “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.”
Each 30-second film strikes a balance between fun and intimacy, showcasing how Plum’s thoughtfully crafted formulations simplify skincare while delivering visible results. The films use engaging storytelling to highlight the “chemistry” between Plum’s products and customers.
Beyond the films, the campaign underscores Plum’s unwavering commitment to its community, affectionately known as Plumsters. By actively listening to their feedback, Plum ensures its products and initiatives reflect their preferences and aspirations, reinforcing its ethos of customer-first innovation.
