Drunk Elephant Shifts to More Mature Brand Image
Drunk Elephant is making a deliberate shift in its branding this year, adopting a more mature yet lively approach to distance itself from the controversy surrounding its 2024 ‘Sephora Kids’ incident. The company, owned by Shiseido, introduced its ‘Please Enjoy Responsibly’ initiative in January to highlight its science-driven skincare offerings and encourage customers to reassess their view of the brand. This strategic move follows a series of declining sales that have negatively impacted its parent company’s financial performance.
The ‘Sephora Kids’ chapter
The move comes after a chaotic 2024 event in which tweens rampaged through US Sephora stores in January. Drunk Elephant, along with Sol de Janeiro, were the most sought-after goods by younger shoppers during this time, leaving high-active concentrate formulations in their wake. These incidents ultimately shifted the perception of the business away from its core millennial audience. The brand is now trying to recapture that demographic with a refresh look and more adult appeal, but the challenge remains whether this visual shift is enough to rebuild its former standing.
While adjusting colors, visuals, or brand voice can quickly alter how people see a company, earning back trust requires a consistent effort across all interactions. Consumers often form deep connections with brands over time, especially when they’ve observed its development on social platforms. For a brand to truly regain credibility—particularly with its original millennial customer base—it must do more than tweak its appearance. It needs to demonstrate relevance through meaningful actions beyond just a single campaign or visual refresh.
Drunk Elephant’s new approach introduces more lively and engaging elements, setting it apart from the monotonous packaging common in many beauty products. Focusing on its older customer base also offers an advantage, as younger teen shoppers typically lack strong brand loyalty. Their preferences shift rapidly, influenced by trends and peer recommendations, making it difficult for brands to rely on them for long-term success. Shiseido’s continued investment in the brand suggests confidence in its ability to thrive in a competitive skincare market.
Why Drunk Elephant, and Shiseido’s continued involvement, has the potential to recapture its audience
Though the full impact of the rebrand remains unclear, industry expert Iona Silverman believes Drunk Elephant still holds significant potential within the crowded skincare industry. She notes that the brand’s playful and colorful identity helps it stand out against the dull packaging often seen in beauty products. Additionally, targeting an older demographic is beneficial, as younger shoppers rarely maintain loyalty to a single brand for extended periods.
They all love something one minute and then six months later they will love something else. These younger shoppers are very influenced by social media and their friends. Perhaps Shiseido is also banking on capturing this brand loyalty, given that they are continuing to support the brand rather than offloading it. Silverman adds that it is still a well-known and well-loved brand that remains modern and relevant. It is not like some of those brands that you see big conglomerates quietly offloading, because no one has heard of them for 20 years.
Can Drunk Elephant truly change its image?
There is an element of playing it safe, however, as Silverman claims it has to be a gradual process to be sustainable. It must be a gradual process rather than a flash in the pan boom that burns out after six months. She hopes that Drunk Elephant pushes its creative potential more. She hopes they do something fun and interesting and continue their playful tone and engage more consumers in that way.
