D2C Brand Plum BodyLovin' Announces On-pack Partnership with Minions for a Limited-Edition Range

Launched as an offshoot brand under Plum, India’s first 100 percent vegan and cruelty-free beauty brand, Plum BodyLovin’ has announced the launch of its One-In-A-Minion collaboration with Illumination’s iconic Minions, the world’s most successful animated franchise.

Created in partnership with Universal Brand Development and licensing agent, Black White Orange, this limited-edition range is yet another endorsement to Plum leading the innovations bandwagon in the D2C category in the country.

With the Minions franchise being one of the most loved and iconic franchises, of all time, by GenZ and millennials, the brand plans to tap into that audience with this one-of-kind collaboration while simultaneously, disrupting the body care market in India. This exciting launch is backed by an innovative two-pronged influencer strategy. 

As part of the same, the brand has tied up with beauty mavens who have a strong millennial connect and subscriber base such as Sarah Sarosh, Mridul Sharma, Himadri Patel, etc., and also collaborated with undergrad and B-School content creators to generate buzz and excitement around the launch with relatable and youthful content on social media platforms like Instagram. 

Shivani Behl, CMO at Plum, said, “We’re thrilled to introduce India to our most exciting launch and collaboration yet i.e. Minions Goin’ Bananas Bodycare. With Plum BodyLovin’, we’re always looking for playful ways to bring joy to consumers and this banana and Minions-themed limited-edition collection allows us to do exactly that while simultaneously establishing us as the most creative and fun body care brand championing never-before-seen concepts, in a cluttered market. We’re particularly excited to market this collection in exciting new ways and explore newer marketing avenues and we’re confident that the consumers will love this new bath and body experience.”

For those who’re always on the lookout for fun, summery, innovative, of course, inspired by Minions pamper sessions, this collection will be hard to resist. These scrumptious-looking limited-edition Minions Goin’ Bananas Bodycare range that includes body wash, body scrub, and body yogurt transport one to a delightful banana paradise, in a jiffy.