Marketing Strategy Of Plum

Are you ready to embark on a journey through a realm of skincare, makeup, haircare, and body care that’s all about “good science” and a whole lot of fun? Well, look no further because we’ve got the ultimate ticket to radiant skin and fabulous hair – it’s Plum, the brand that believes in goodness that truly delivers. We as a beauty and skincare digital marketing agency are excited to delve into their world and unwrap their marketing strategies, are you?


Plum’s influencer marketing program, known as the “Plum List,” is not just another partnership; it’s a genuine collaboration built on trust, creativity, and a shared love for cruelty-free beauty. Here’s a closer look at our influencer marketing strategy:

1. The Plum List: Building Authentic Relationships

At Plum, they believe in quality over quantity. Their influencer marketing program focuses on maintaining a curated and tight-knit network of 1,100 influencers who share our values and passion for cruelty-free beauty. The Plum List isn’t just a list; it’s a family of creators who genuinely resonate with their brand.

2. A Collaborative Approach: No Pressure, Just Creativity

They understand that authentic content comes from genuine experiences. That’s why they don’t rush their influencers or pressure them into immediate content creation. When they send out product packages to their enrolled influencers, they give them the time and freedom to explore and experience their products. This approach ensures that their content is a true reflection of their personal journey with Plum.

3. True Buy-In: Prioritizing Authenticity

They don’t believe in a one-size-fits-all approach. They understand that influencer marketing is not just about a transaction; it’s about building a community of like-minded individuals. When influencers have a complete buy-in on their products, it’s when they can create content that genuinely reflects their passion for what they stand for.

4. Content Creation with a Personal Touch

Once their influencers have fully embraced the Plum experience and are excited about what they offer, they encourage them to create content for their brand. This content is not just an advertisement; it’s a story. It’s a personal journey shared with their followers, and it resonates because it’s real.

5. Diverse Collaborations: A Platform for All Voices

They recognize that diversity is the essence of beauty. Their influencer program aims to include voices from various backgrounds, experiences, and styles. They believe that beauty is not one-size-fits-all, and by embracing diversity, they can reach a wider audience and inspire more people to experience the goodness of Plum.

6. Continuous Engagement and Support

Their relationship with influencers doesn’t end with a single post. They provide continuous support, engage in meaningful conversations, and offer resources to help them grow. It’s a partnership that extends beyond mere transactions, fostering long-lasting connections.

7. User-Generated Content: The Voice of the Community

User-generated content plays a significant role in their influencer marketing strategy. They encourage influencers to share and engage with their followers, creating a ripple effect of positivity, trust, and inspiration that extends throughout their community.

8. Measuring Impact: Data-Driven Decision Making

While they value authenticity, they also believe in the importance of measuring the impact of their influencer campaigns. They use data and analytics to assess the effectiveness of their collaborations, helping us refine their strategy and provide better experiences for both influencers and their customers.

In summary, Plum’s influencer marketing strategy is not just about sending products to influencers and expecting content. It’s about nurturing a community of genuine advocates who share their passion for cruelty-free beauty. By prioritizing authenticity, creativity, and diversity, they aim to make a lasting impact and spread the goodness of Plum to beauty enthusiasts all over the world.

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Marketing Campaigns

Plum Goodness has structured its advertising and marketing initiatives around its core message encapsulated in the tagline “Clean. Real. Good.” Going a step further, Plum aims to establish its unique definition of “clean skincare” as a benchmark for skincare research, empowering its customers to make informed comparisons among available options.

Talk Clean To Me Campaign: This campaign serves as an educational platform, highlighting products free from harmful ingredients while reinforcing Plum’s commitment to transparency and cleanliness at every stage of product development. Plum’s ongoing list-building initiative ensures a continuous effort to uphold these standards.

Like A Mother Campaign: Launched on Mother’s Day, this heartwarming campaign resonated with over 300,000 social media users. Plum invited its audience to express gratitude to the maternal figures in their lives. Participants simply needed to follow Plum’s Instagram page, tag the influential maternal figures they cherished, and stand a chance to receive a delightful surprise from Plum. The campaign’s extensive reach made it a resounding success.

Plum Squad Campaign: Plum Goodness extended an open invitation to potential collaborators from all corners of India, encouraging them to become a part of the Plum family as Brand Ambassadors. The campaign garnered substantial engagement and attracted numerous entries from across the country. This initiative not only elevated Plum’s influencer marketing endeavors but also offered individuals with limited social media reach a platform to be acknowledged and heard.

Pilgrim also came up with an interesting marketing campaign of “Pilgrim ne dhoond nikale”.

Learn more about Pilgrim marketing strategy 

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E-commerce Tactics

Plum Goodness offers an internet-based shopping platform to its clientele, enabling them to place orders and monitor their deliveries. In addition to their official website, Plum’s products are also accessible through prominent retail giants such as Shoppers Stop, Nykaa, Flipkart, and Amazon.

Plum Goodness has an exclusive category named the “99 Store,” where select items are made available at reduced prices. Patrons can acquire products at discounts of up to 45%, typically resulting in a final price of just INR 99 within this dedicated section.



In conclusion, Plum Goodness has forged a compelling and multi-faceted marketing strategy that centers on their core values of cleanliness, authenticity, and quality. They aim to redefine “clean skincare” while providing their customers with an unparalleled standard for evaluating their skincare choices. Through campaigns such as “Talk Clean To Me,” Plum communicates their commitment to transparency and honest practices at every stage of product development.

Additionally, their heartwarming “Like A Mother” campaign, which generated substantial social media engagement, underscores their dedication to building a community of like-minded individuals who appreciate the essence of familial love. Furthermore, their “Plum Squad” initiative extends an open invitation to potential collaborators from across India, amplifying their influencer marketing efforts and affording voices with smaller social media reach a chance to be heard.

We as a cosmetic marketing agency think that the convergence of celebrity endorsements, inclusivity, and community-building emerges as a powerful formula for resonating with the contemporary beauty consumer.

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