How Drunk Elephant Took Over Beauty Marketing to Children
Genius marketing lessons from a market leader
If you have children around age 10 (especially daughters), they have probably asked for Drunk Elephant products. And, at nearly $100 for a tube of lotion, that’s no small ask.
Here is how Drunk Elephant took over beauty marketing to children and the lessons we can learn along the way.
The Meteoric Rise of Drunk Elephant
Few brands have captured the hearts and minds of consumers quite like Drunk Elephant.
Founded in 2012 by Tiffany Masterson, a former stay-at-home mom turned skincare mogul, the brand has defied conventional marketing norms and carved out a unique niche for itself. With a focus on clean, non-toxic ingredients and a refreshingly honest approach, Drunk Elephant has managed to captivate not just adults but also a younger demographic — children.
The Allure of “Drunk Elephant” for Kids
At first glance, the name “Drunk Elephant” might seem an odd choice for a beauty brand targeting children.
However, this quirky moniker has proven to be a stroke of genius, piquing the curiosity of young minds and capturing their imagination. Children are inherently drawn to whimsical and playful concepts, and the brand’s name taps into that sense of wonder and adventure.
The Power of Influencer Marketing
One of Drunk Elephant’s most successful marketing strategies has been its embrace of influencer marketing.
By partnering with popular social media personalities and content creators who resonate with the younger generation, the brand has effectively bridged the gap between its products and its target audience.
Young influencers, many of whom are still in their teens, have become brand ambassadors, sharing their experiences with Drunk Elephant’s products and fostering a sense of authenticity and relatability.
This approach has proven to be highly effective, as children often look up to and emulate the personalities they follow online.
Packaging: A Visual Feast
Drunk Elephant’s packaging is a masterclass in visually appealing design.
The brand’s vibrant colors, quirky illustrations, and unique bottle shapes have become instantly recognizable, making them stand out on store shelves and social media feeds alike.
For children, the allure of Drunk Elephant’s packaging lies in its ability to transform ordinary skincare products into collectible items. The brand’s bottles and jars have become coveted possessions, adorning the shelves and vanities of young beauty enthusiasts.
The Clean Beauty Movement
In recent years, there has been a growing awareness and demand for clean, non-toxic beauty products, particularly among parents and health-conscious consumers.
Drunk Elephant has positioned itself at the forefront of this movement, emphasizing the use of safe, effective ingredients free from potentially harmful chemicals.
By appealing to parents’ desire to provide their children with gentle, skin-friendly products, Drunk Elephant has tapped into a broader market trend and established itself as a trusted brand in the clean beauty space.
The Art of Storytelling
Behind every successful brand lies a compelling story, and Drunk Elephant is no exception.
The brand’s origin story, which features Tiffany Masterson’s personal journey and her quest to create effective, non-toxic skincare products, resonates deeply with consumers.
By sharing this narrative through various channels, including social media, product packaging, and brand messaging, Drunk Elephant has fostered a sense of emotional connection with its customers. Children, who are naturally drawn to stories and narratives, have embraced the brand’s ethos, further fueling its popularity.
The Dark Side of Beauty Marketing to Children
While Drunk Elephant’s success in capturing the attention of young consumers is undeniable, it also raises important questions about the ethics of marketing beauty products to children.
The beauty and skincare industry has long been criticized for perpetuating unrealistic standards of appearance and fueling insecurities, particularly among impressionable minds.
The Allure of Consumerism
One of the primary concerns surrounding beauty marketing to children is the potential to cultivate a sense of consumerism at an early age.
Children are highly susceptible to marketing messages, and the allure of owning the latest trendy products can become a powerful driving force.
By positioning beauty products as must-have items, brands like Drunk Elephant risk instilling a belief that self-worth is intrinsically tied to material possessions.
This mindset can lead to a cycle of constant consumption, where children feel compelled to acquire the next new thing to maintain a sense of self-esteem and social acceptance.
Manipulating Young Minds
Critics argue that beauty marketing to children is a form of manipulation, exploiting their natural curiosity and desire for acceptance.
As we mentioned, brands often use tactics such as influencer marketing, colorful packaging, and whimsical branding to capture the attention of young audiences.
While these strategies may be effective from a commercial standpoint, they can also shape a child’s perception of beauty and self-image in ways that are potentially harmful. By promoting specific beauty ideals and products as necessities, brands risk undermining a child’s sense of self-worth and fostering unhealthy body image issues.
The Impact on Self-Esteem
Perhaps the most concerning aspect of beauty marketing to children is its potential impact on self-esteem.
The beauty industry has long been criticized for promoting unrealistic and unattainable standards of appearance, which can contribute to low self-esteem and body dissatisfaction.
When children are exposed to these messages at a young age, it can profoundly shape their perceptions of themselves and their developing identities.
The constant barrage of advertisements and social media influencers promoting beauty products can create a sense of inadequacy and a belief that their natural appearances are not enough.
The Responsibility of Brands and Regulators
As the debate around beauty marketing to children continues, there are calls for greater accountability and responsibility from brands and regulators alike.
Some argue for stricter regulations and guidelines to protect children from potentially harmful marketing practices, while others advocate for increased transparency and ethical considerations from brands themselves.
Ultimately, the onus falls on both brands and regulatory bodies to strike a balance between responsible marketing practices and protecting the well-being of young consumers.
Only through open dialogue and a genuine commitment to ethical practices can the potential negative impacts of beauty marketing to children be mitigated.
The Future of Drunk Elephant
As Drunk Elephant continues to captivate the hearts and minds of consumers, both young and old, the brand’s future looks brighter than ever.
With a loyal following and a commitment to innovation, Drunk Elephant is poised to further solidify its position as a leader in the clean beauty movement.
One thing is certain: the brand’s unconventional approach to marketing and its ability to capture the imagination of children will undoubtedly inspire future generations of beauty enthusiasts, shaping the industry for years to come.
