Another beauty brand? It’s such a competitive landscape! Well, not if you have an eye to recognize and capitalize on market gaps. One such young brand is Plum Goodness, a 100% vegan and cruelty-free beauty brand that has made its mark on the Indian beauty market. The surge in vegan products is driven by a growing awareness of animal cruelty and the environmental impact of traditional beauty products. Consumers are also increasingly concerned about the safety and efficacy of harsh chemicals often found in cosmetics. Plum Goodness addresses these concerns head-on, offering a clean beauty alternative that is both kind to animals and effective for achieving beautiful skin. Key Takeaways from Plum Goodness Marketing Understanding the Audience:
Plum’s laser focus on millennials and Gen Z seeking natural and ethical beauty solutions has been instrumental in their success.
Content Marketing:
Their investment in informative content positions them as a leader in clean beauty and attracts organic traffic.
Influencer Marketing:
Strategic partnerships with micro and macro-influencers build trust and reach a wider audience.
SEO and Omnichannel Optimization:
Ranking for relevant keywords and integrating online and offline marketing strategies ensure maximum reach.Company Background: Mr. Shankar Prasad, the founder, recognized a gap in the Indian market. International clean beauty brands were scarce and existing options were limited to Ayurveda. But there was a gap in the market for natural and ethical products. So, he founded Plum Goodness in 2014 with 15 products. It is a vegan beauty brand that follows a D2C model and is available both online and offline. It started as a digital-first brand and now has successfully transitioned to an omnichannel experience, with a presence in over 300 cities and towns across India and 36 exclusive and 1,500 assisted outlets. These stores provide a tangible touchpoint for customers to experience Plum products firsthand. Additionally, in-store staff can offer personalized recommendations and product consultations. They also have a strong digital presence. Sales from Amazon, Flipkart, and Nykaa make up for 60-70% of their revenue! They take their clean brand initiative one step further with Empties4Good. Here, consumers can send used plastic bottles of the brand and earn Rs 50 worth of points which can be used in their next order. This both helps to save the planet as well as incentivizes the consumers to purchase more from the brand. Product Line: Plum Goodness has established itself as a leading brand in India by offering a diverse range of cruelty-free and vegan products. Skincare: Hello Aloe Moisturizer:
This lightweight moisturizer, their first-ever product, is a testament to their focus on natural ingredients. It provides gentle hydration suitable for all skin types.
Green Tea Pore Cleansing Face Wash:
This face wash utilizes the power of green tea extracts to combat pimples, control excess oil, and unclog pores. Perfect for those seeking a solution for oily or acne-prone skin.
15% Vitamin C Face Serum with Mandarin:
This potent serum harnesses the brightening and anti-aging benefits of Vitamin C combined with mandarin extracts. It helps to boost radiance, fade dark spots, and combat hyperpigmentation.Haircare: While skincare remains their core focus, Plum Goodness has expanded into haircare as well. This line offers a variety of products designed to nourish and treat different hair types. Men’s Care – PHY: Recognizing the unique needs of men’s skin, Plum Goodness launched their “PHY” (pronounced “Fie”) range. This dedicated men’s care line offers products like face packs, face washes, and body washes. But, in the coming year, the brand is going to move away from this and revamp the line to offer products like perfumes and shower gels specifically for men. Baby Plum: Expanding their focus on gentle and safe products, Plum Goodness launched their “Baby Plum” range. This pediatrician-tested line caters to the delicate skin of babies. But in the coming year, the brand is going to restrict its investments in this segment to save costs and utilize them elsewhere in growing the brand. This ensures that Plum caters to a wide variety of audiences and pushes cruelty-free care in different segments while also maintaining profitability and pushing brand growth. Competitors: Mamaearth:
A major competitor in the natural beauty space, Mamaearth offers a wide range of skincare, haircare, and baby care products. They emphasize natural ingredients, affordability, and cater to a similar audience as Plum Goodness.
Nykaa:
This beauty giant offers its own private-label range of beauty products alongside established brands. Nykaa’s extensive online and offline presence, coupled with its diverse product portfolio, poses a significant challenge to Plum Goodness.
Biotique:
A well-established brand known for its Ayurvedic formulations, Biotique offers a unique range of natural beauty products with a focus on traditional Indian wisdom. They cater to a slightly more mature audience compared to Plum Goodness.
The Body Shop:
This international brand is a strong competitor in the natural beauty segment. The Body Shop offers a wider variety of products and leverages a strong brand reputation, but might be perceived as less affordable compared to Plum Goodness.Plum Goodness’ focus on transparency, digital presence, product innovation, and value for money positions them well for growth. However, expanding their product range, strengthening their brand recognition, and potentially exploring a wider distribution network are crucial steps to maintain a competitive edge. Marketing Strategies: Plum has identified their ideal customer: tech-savvy millennials and Gen Z in India who prioritize natural, ethical, and effective beauty solutions. This segment is environmentally conscious and aligns with Plum’s core values of clean ingredients and sustainable practices. They reach the audience majorly through digital mediums, where this segment spends a good amount of time, attention, and money. Content Marketing: Plum creates informative and engaging content formats like blog posts, articles, and videos that delve into the world of clean beauty. 
The content explains skincare for various purposes while promoting Plum’s products as effective solutions for the same. This content establishes Plum as a thought leader and attracts organic traffic from potential customers seeking knowledge. Instagram Strategy: Currently, plumgoodness has 793K followers on Instagram. Their content is a good mix that entertains and promotes. For instance, they use posts like this to encourage engagement: 
Source: Instagram of Plum GoodnessTalk Clean To Me: Plum’s USP lies in their clear definition of clean beauty. They go beyond simply offering natural ingredients. Their “Talk Clean To Me” campaign, emphasiziemphasizestransparency. This campaign openly discusses ingredients, manufacturing processes, and potential side effects. This gesture helps to build trust in the brand. SEO Strategy: Plum focuses on keywords related to clean beauty, natural ingredients, specific skincare concerns, and product benefits. In April 2024, here is how their SEO looked like: 
SourceThough the visits were fewer than the previous month, overall the analytics are positive. 82.13% of the visitors opened the website on mobiles. The low bounce rate of 38.9% shows that the website is well-optimized for mobile. The visitors spend time and check out different pages of the website – a step down the marketing funnel. Plum strategically incorporates keywords throughout its website content, which also improves their search engine ranking. The brand had also partnered with over 600 content creators, including beauty influencers and content creators. Overall, this strategy is something that young brands can leverage when they want to cut marketing costs, promote their products, and increase the audience’s connection with the brand. In a Nutshell: Plum Goodness’s remarkable story offers a compelling case study in successful marketing within the booming clean beauty industry. Their journey highlights the power of a clearly defined Unique Selling Proposition (USP) – clean beauty with clear standards – combined with a customer-centric approach. This resonated with a growing segment of Indian consumers seeking a more conscious approach to beauty.
