Drunk Elephant

Drunk Elephant’s rapid growth among Gen Z increased visibility but diluted its positioning — weakening clinical credibility, blurring its core differentiation, and disconnecting from its original, results-driven consumer.

At the same time, increased competition and a shift toward ingredient-led, science-backed skincare meant the brand’s core system and ingredient equity were no longer clearly understood or differentiated within the market.
Built on making the brand’s compatibility system visible while shifting it from playful to more intentional, results-driven skincare, the strategy repositioned Drunk Elephant around clarity and system-led communication.

Executed through consumer-led insights, a multi-channel ecosystem, and supported by campaign development, phased rollout, budget allocation, and measurement frameworks.
+Brand Strategy
+Consumer Insight Development

+Integrated Marketing Strategy

+Creative Direction

+Content Strategy

+Media Planning & Budgeting
+Campaign Measurement & KPIs

CHALLENGE

Drunk Elephant’s rapid growth among Gen Z increased visibility but diluted its positioning — weakening clinical credibility, blurring its core differentiation, and disconnecting from its original, results-driven consumer.

At the same time, increased competition and a shift toward ingredient-led, science-backed skincare meant the brand’s core system and ingredient equity were no longer clearly understood or differentiated within the market.

APPROACH & SOLUTION

Built on making the brand’s compatibility system visible while shifting it from playful to more intentional, results-driven skincare, the strategy repositioned Drunk Elephant around clarity and system-led communication.
Executed through consumer-led insights, a multi-channel ecosystem, and supported by campaign development, phased rollout, budget allocation, and measurement frameworks.

SKILLS

+Brand Strategy
+Consumer Insight Development

+Integrated Marketing Strategy

+Creative Direction

+Content Strategy

+Media Planning & Budgeting
+Campaign Measurement & KPIs

VIEW THE STRATEGY DECK

DRUNK ELEPHANT WAS BUILT ON A SIMPLE IDEA:

MAKE SKINCARE EASIER TO UNDERSTAND.

A 65% SALES DECLINE IN 2025 SIGNALLED MORE THAN A SLOWDOWN. As Drunk Elephant gained tract

AS THE BRAND SCALED, THIS CLARITY BEGAN TO FADE.

AS BOF HIGHLIGHTED,

DRUNK ELEPHANT’S GEN Z SURGE DROVE VISIBILITY — BUT BLURRED PERCEPTION.

CAUGHT BETWEEN WHIMSY AND EFFICACY,

THE BRAND LOST ITS CORE CONSUMER.

WHAT STARTED AS APPROACHABLE BECAME PERCEIVED AS YOUTHFUL. THE SYSTEM WAS LOST IN THE NOISE.

ACROSS A SURVEY OF 30 PARTICIPANTS (24–40+), A CLEAR PATTERN EMERGED:

01 ASSOCIATED WITH VIRALITY, NOT AUTHORITY

02 CLINICAL CREDIBILITY IS LOW

03 THE COMPATIBILITY SYSTEM IS NOT UNDERSTOOD

04 CORE INGREDIENT EQUITY IS WEAK

05 CONSUMERS SEEK EDUCATION OVER AESTHETICS

TO CLOSE THIS GAP, THE STRATEGY FOCUSED ON STRENGTHENING BRAND DIFFERENTIATION WHILE REBUILDING RELEVANCE.

BIG IDEA

MIXOLOGY MADE EASY

TRANSFORM DRUNK ELEPHANT’S COMPATIBILITY SYSTEM INTO AN ELEVATED SKINCARE MIXOLOGY RITUAL, WHERE COMPATIBLE FORMULAS ARE COMBINED LIKE SKIN COCKTAILS TO DELIVER HEALTHIER SKIN.