Plum declares ‘You Can Have It All’ in its new SPF 50 Sunscreen

Plum, India’s first 100% vegan beauty brand, well-known for their premium skincare & beauty products, has further strengthened its position in the market with the all-new Cica & Hyaluronic Acid SPF 50 PA+++ Aqua-light Sunscreen. This latest addition to the brand's portfolio is spotlighted in a new advertising campaign emphasizing its superlight formula, absence of white cast & non-sticky feel. Dermatologically tested and equipped with safe, new generation UV filters for prolonged sun protection, the sunscreen is packed with Cica extract to soothe redness and inflammation, along with four types of Hyaluronic acid to boost deep, lasting skin hydration. 

The launch of this innovative product is accompanied by an ad campaign that communicates a clear and impactful message: “You Can Have It All” with this sunscreen.  The narrative emphasizes the idea that one shouldn’t compromise with a sunscreen, just as one should not compromise on life decisions. The campaign film engages its target audience through a light-hearted and humorous approach, featuring a conversation between a couple (an understated uncle and a curious aunty) and a young woman applying sunscreen in an elevator. The inquisitive aunty poses questions about the product, receiving prompt and witty responses. The film takes a playful turn when the young woman encounters her boyfriend, humorously assuring the aunty (while casting a glance at the husband), "You can have it all, Aunty!" This entertaining scenario adds an enjoyable touch to the promotion of Plum's latest skincare offering.

Shankar Prasad, Founder and CEO at Plum, expressed, “Our skincare and bodycare products have earned the love and acceptance of our consumers. As summer approaches, our latest addition is poised to enhance the self-care experience for individuals. Aligned with our brand ethos of "be good," this film skillfully communicates the importance of not compromising on skincare products, using a light-hearted and humorous approach that will boost recall among our target audience. The Cica & Hyaluronic Acid SPF 50 Sunscreen represents a contemporary solution for our consumers dealing with modern-day challenges such as pollution and harmful UV rays.”

With their distinctive and premium products that meet all needs, Plum has been actively capturing the market for beauty and personal care products. With an offline presence in more than 350 locations nationwide, the brand is catering to important beauty concerns at multiple touchpoints.