PLUM BEAUTY REVEALS BRAND REFRESH

Beacon Wellness Brands Unveils Bold New Identity to Resonate with Consumers

BOSTON, March 20, 2025 /PRNewswire/ -- Beacon Wellness Brands (Beacon) is excited to announce the launch of a refreshed brand identity for portfolio brand, Plum Beauty. Plum Beauty is known for offering affordable beauty tools that don't compromise on quality. Partnering with Maker Creative, a leading branding and design agency, along with Beacon's internal Marketing and Innovation teams, the two crafted a dynamic rebrand that embraces change, modern aesthetics, and continued commitment to quality.

As the beauty industry continues to evolve, Plum Beauty is adapting to meet the growing demands of a new generation of consumers. After conducting comprehensive market research and analyzing consumer behavior, Beacon identified key shifts in the beauty landscape. The target consumer for Plum Beauty is an audience seeking high-quality, affordable beauty tools available at food, drug, and mass retailers that elevate their self-care routines. With this insight, Plum Beauty's rebrand aims to deliver a refreshed look and experience that resonates with this audience while staying true to the brand's core values.

The rebrand includes several exciting updates, reflecting the brand's continued commitment to innovation, fun, and self-care. Notable changes include:

• Logo: A modern, streamlined version of the Plum Beauty logo that embodies sophistication while maintaining a sense of playfulness and approachability.
• Color Palette: The refreshed color palette brings in soft, vibrant purple tones that evoke a sense of calm and joy, ensuring that Plum Beauty products stand out while appealing to consumers' desire for both beauty and wellness.
• Vibe: An approachable, easy-going, and knowledgeable friend that shares beauty tips and recommendations in a way that's never forced, and always fun.
• Distribution: On shelf presence continues to remain a priority for Plum Beauty, with market research showing that over half of Plum customers shopping at major retail partners are discovering products in store due to packaging and branding.

Despite the exciting visual and functional changes, Plum Beauty's core values remain unchanged. The brand continues to focus on delivering moments of joy and self-care through affordable beauty tools. "We believe that beauty should be a joyful experience, and we've worked hard to ensure that our rebrand reflects that spirit. We're excited to offer a fresh look while continuing to prioritize the same high standards of quality and affordability that our customers have come to expect," said Kathryn Pratt, Senior Vice President of Marketing & Innovation at Beacon Wellness Brands.

Five reimagined items kicked off the brand refresh at a major mass retailer in February, followed by a full retail rollout by end of year.

SOURCE Beacon Wellness Brands