Plum launches Cica & Hyaluronic Acid SPF 50 PA+++ Aqua-light Sunscreen, a new addition to its skincare lineup. The product is highlighted in an advertising campaign focusing on its lightweight formula, lack of white cast, and non-sticky texture. Dermatologically tested and featuring safe UV filters, the sunscreen includes Cica extract to soothe redness and inflammation, and four types of Hyaluronic acid for deep hydration.
The launch is accompanied by a campaign with the message ‘You Can Have It All’ with this sunscreen. The narrative suggests not compromising on sunscreen quality, similar to life decisions. The campaign film features a lighthearted conversation between a couple and a young woman in an elevator, with humorous interactions. The scenario adds an enjoyable touch to the promotion of Plum’s latest skincare product.
“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,” Shankar Prasad, Founder and CEO, Plum, said.
With its 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.