Plum BodyLovin’ unveils design-led packaging revamp for better shelf impact
At the core of the revamp is a packaging overhaul that leans into bright colours, expressive graphics and collectible appeal
15 Apr 2026 | By WhatPackaging? Team
Plum has rolled out a new identity for its body care brand Plum BodyLovin’, with design-led packaging aimed at enhancing shelf impact and consumer engagement.
The six-year-old brand refresh signals a strategic shift as BodyLovin’ looks to strengthen its positioning in India’s fast-growing body care segment. The relaunch introduces 16 new products across four summer-focused collections, alongside the brand’s entry into lip care.
At the core of the revamp is a packaging overhaul that leans into bright colours, expressive graphics and collectible appeal. The new packs are designed not just for functionality but for display, aligning with the brand’s “Play Some More” philosophy that encourages mixing, matching and personalisation.
The four new collections — Petals on the Rocks, Boardroom in Bora Bora, Matcha, But Disco, and Tropic Of Discussion — combine unconventional fragrance pairings and are offered across shower gels, body lotions and body mists. The formats are designed for layering, reflecting a growing consumer preference for customisable fragrance routines.
The redesign also extends to structure and portfolio consistency. Over 50 existing SKUs, including bestsellers such as Vanilla Caramello Body Lotion, Vanilla Vibes Body Mist and Hawaiian Rumba Shower Gel, will transition to the new visual language.
A key highlight is the launch of Glassic Lip Balms, marking BodyLovin’s entry into lip care. The range features high-shine formulations paired with charm-led packaging, reinforcing the brand’s focus on collectability and sensorial appeal.
From a packaging perspective, the move reflects a broader industry trend towards differentiation in a category often dominated by visual sameness. By combining bold aesthetics with storytelling-led collections, BodyLovin’ aims to stand out in a market increasingly driven by impulse purchases and digital-first discovery.
Shankar Prasad, founder and CEO, Plum, said the rebrand is focused on scaling consumer affinity through a sharper identity and future-ready portfolio. Stuti Sethi, brand lead, added that the shift allows the brand to become “more expressive and intentional” across fragrance, design and experience, while expanding its relevance into summer-led categories.
With pricing between INR 350 and INR 700, BodyLovin’ continues to position itself as an accessible premium offering, balancing indulgent formats with performance-driven formulations.