Le Prunier Adds New Product to Its Lineup

by · WWD
Le Prunier's Plum SpritzCourtesy of Le Prunier

Le Prunier is reaping long-term gains.

The brand, founded pre-pandemic by Elaine, Allison and Jacqueline Taylor and born out of their family plum farm near Sacramento, Calif., has turned one-time virality after a single Chrissy Teigen post into a diversified business with an eye to new categories. Case in point, the brand’s latest launch, Plum Spritz Dual Phase Barrier Mist, launches on its website Wednesday for $48.

The mist includes plum beauty juice, plum beauty oil, hyaluronic acid and natural moisturizing factors. “We don’t just operate as a brand, we also operate as an ingredient house, and that’s our defining factor,” Jacqueline Taylor said. “We’ve shaped it around these ingredients that come from the farm, and then that has really helped to define and shape each and every formula.”

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The brand’s hero product, its Plum Beauty Oil, is also the brand’s hero ingredient across top sellers, including its Plumscreen sun screen and the brand’s cleansing oil. “We named this one Plum Spritz, and there’s fruit on the farm we can’t sell because of a nick or a ding, and we upcycle that. It’s what’s helped define and shape the overall formula and ingredients,” Taylor said.

Social listening also plays a role in what the brand launches, and when. “We’re always in the DMs, we have some core VIP customers that have been with the brand since Day One,” said Allison Taylor. “We’re also good at finding white space and what’s missing. I think that was what happened with Plum Beauty Oil. Plum oil wasn’t on the market, we had to educate the customer, and I think we’ve done that with each launch.”

Marketing has changed with each launch, but education has been the through-line. “We’ve done QVC, and we’ve leaned really heavily into scaling the [direct-to-consumer] side of the business. It grew year-over-year,” she said. Similarly, the average order volume has increased annually, and customer acquisition is around 54 percent while retention is around 60 percent. “This year, there’s a full Le Prunier regimen, which is what the customers have been asking for,” Taylor said. “Now that we have that, we’ll see where we can go, what doors we can enter and where we can push that on the business side.”