Everyday Ingredient-Led Routines

Plum wanted to drive awareness and conversion for its hero skincare and haircare products through relatable, high-impact short-form content. Focus products included Coconut Shampoo, Vitamin C Serum, Coconut & Niacinamide Serum, and Niacinamide Gel.

Ingredient-led beauty is crowded. Coconut, Vitamin C, and Niacinamide are familiar to the skincare audience, so the challenge was to make the content feel useful, visible, and routine-friendly instead of just ingredient name-dropping.

Cloutflow built the campaign around everyday hair and skin concerns, product-in-action visuals, texture shots, visible results, ingredient highlights, consistent Plum branding, and strong CTAs.

Short-form content showed products inside daily routines. Creators demonstrated how the products fit into haircare and skincare habits, while highlighting visible benefits and ease of use.

The campaign reinforced Plum's vegan, science-backed positioning while making hero products easier to understand and act on.