Marketing Strategy of Drunk Elephant
Over the past decade, Drunk Elephant has positioned itself as one of the most innovative and disruptive beauty brands in the industry. Through its minimalist yet effective product formulations, the brand has successfully appealed to a highly discerning consumer base. As a skincare digital marketing strategist with 5 years of experience, our team has had the privilege of working with skincare brands like Diam beauty, Simply Nam etc, helping to develop and execute successful marketing strategies that drive brand awareness, customer loyalty, and business growth.
In this blog, we’ll deep-dive into the marketing strategy of Drunk Elephant, highlighting their popular social media campaigns, innovative product launch strategies, creative social media advertising, and website conversion rate optimization (CRO) techniques. y collaborating with best cosmetics marketing agency London, Drunk Elephant has not only gained a cult following but has also maintained its position as a premium skincare brand.
Brand Positioning: Clean-Clinical Skincare
By collaborating with top skincare marketing agency London, one of the most striking elements of Drunk Elephant’s marketing strategy is its strong brand positioning. They emphasize a “clean-clinical” philosophy, avoiding what founder Tiffany Masterson calls the “Suspicious 6” ingredients (essential oils, drying alcohols, silicones, chemical sunscreens, fragrances/dyes, and SLS). This clear and consistent message resonated deeply with consumers seeking transparency and efficacy in their skincare products.
From the start, Drunk Elephant focused on education. Their messaging across platforms wasn’t just about selling products—it was about informing their audience about ingredients, their effects on skin, and why they chose to avoid certain additives. This commitment to authenticity was crucial in establishing trust with their audience and created a sense of community among their customers.
Product Launch Strategy
Product launches are critical moments for skincare brands, and Drunk Elephant mastered the art of creating buzz with each new release. Instead of flooding the market with frequent launches, they focused on quality and timing. Each product is launched with a clear explanation of why it was created, how it fits into a skincare routine, and the specific concerns it addresses.
One notable example was the launch of their C-Firma Day Serum, a vitamin C-based product that became one of their best-sellers. Drunk Elephant teased the product on social media with behind-the-scenes content, ingredient highlights, and real-time customer reviews, building anticipation over several weeks.
The launch also included influencer partnerships with prominent beauty influencers, who were sent PR kits featuring personalized touches, such as handwritten notes and exclusive early access to the product. The influencers shared authentic reviews and tutorials, giving their followers firsthand insight into how the serum worked for them. This approach not only increased awareness but also drove immediate purchases from loyal customers.
Social Media Campaigns: Building a Loyal Community
Drunk Elephant’s social media marketing is exemplary. The brand successfully leveraged platforms like Instagram and TikTok to create an engaged community. Through user-generated content (UGC), influencer collaborations, and educational posts, Drunk Elephant has consistently built trust and fostered relationships with their audience.
1. #BareWithUs Campaign
The #BareWithUs campaign, which featured real women—without makeup—using Drunk Elephant products, was a standout. The campaign promoted transparency and self-confidence, encouraging users to embrace their natural skin. The hashtag gained significant traction, with thousands of customers and influencers sharing their “bare” selfies and personal skin stories.
This campaign was a brilliant move as it reinforced the brand’s mission of promoting healthy skin and resonated with the wider clean beauty movement. It also fostered authenticity, a key differentiator in an industry often criticized for over-promising and under-delivering results.
2. “The Littles” Launch
Drunk Elephant introduced a travel-sized kit called “The Littles,” which allowed customers to experience a full Drunk Elephant skincare routine in smaller sizes. To promote this launch, Drunk Elephant executed a targeted Instagram campaign featuring visually stunning, color-coordinated posts, showcasing how the products work together for an entire routine.
The campaign combined product benefits with lifestyle imagery, connecting the brand’s ethos with consumers’ real lives. Customers were encouraged to share their travel skincare routines using #TheLittles, generating a massive wave of UGC and creating buzz around the product. This drove awareness and sales, especially among new customers hesitant to invest in full-sized products.
3. TikTok “DE Skincare Routine” Trend
In a recent TikTok campaign, Drunk Elephant collaborated with skincare enthusiasts and dermatologists to create a viral trend around showcasing skincare routines. The challenge involved users sharing their personal Drunk Elephant skincare regimen, explaining how they used each product and the results they achieved. This campaign was highly effective due to the TikTok algorithm’s favoring of UGC and organic reach.
By focusing on real-time results and user experiences, the brand tapped into the Gen Z market, who value authenticity, transparency, and personal storytelling in beauty content. The challenge went viral, resulting in thousands of customer-generated videos that organically marketed the products.
Creative Social Media Advertising Strategy
Drunk Elephant’s social media advertising strategies reflect a deep understanding of their audience. By focusing on precision targeting and creative ad formats, they were able to capture attention, drive conversions, and foster long-term loyalty.
1. Instagram Carousel Ads
One of the most successful advertising strategies has been Instagram carousel ads. Drunk Elephant used carousel ads to introduce multi-step skincare routines, allowing users to swipe through different products that complement each other. The ads feature vibrant images, testimonials, and a clear call-to-action (CTA), encouraging users to learn more about each product.
For instance, they ran an ad campaign for their Protini Polypeptide Cream, highlighting its benefits as the final step in a full skincare regimen. The carousel format allowed them to explain each step, from cleansing to moisturizing, showing how their products work together.
2. Influencer-Centric Instagram Stories
Drunk Elephant effectively partnered with micro-influencers and skin care experts on Instagram Stories to run targeted ads that felt organic. By utilizing the story feature, the influencers provided quick tutorials on using Drunk Elephant products, focusing on ease of use and benefits. These ads worked exceptionally well because they aligned with how consumers naturally engage with beauty content on the platform—short, informative, and relatable.
By using micro-influencers instead of large celebrity endorsements, the brand kept the tone personal and approachable, which was more in line with their clean, clinical brand positioning.
3. Retargeting Ads with Customer Reviews
Drunk Elephant also effectively used retargeting ads to follow up with users who had previously engaged with their website or social media but had not yet made a purchase. One of their most creative retargeting strategies was to use video reviews from real customers in these ads, showing before-and-after results using specific products.
For example, for their T.L.C. Sukari Babyfacial, retargeting ads showcased real customer stories and testimonials, focusing on how the product improved their skin texture and clarity. These ads helped convert potential customers who were already familiar with the brand but needed an extra push to make a purchase.
Website Conversion Rate Optimization (CRO): Making Every Click Count
When it comes to CRO, Drunk Elephant has fine-tuned its website to ensure that each visitor is nudged toward making a purchase in a seamless, enjoyable way. Their CRO strategies are built around user experience, leveraging customer data to inform decisions.
1. Simplified Navigation & Clean Design
Drunk Elephant’s website is designed with simplicity in mind. The clean layout, intuitive navigation, and minimalist aesthetic reflect the brand’s ethos of “clean-clinical” skincare. This design not only makes it easy for users to find what they’re looking for, but it also reduces decision fatigue, making it more likely for visitors to make a purchase.
2. Smart Product Recommendations
The brand’s product pages are designed with smart upselling in mind. When a customer views a product, the website immediately suggests complementary products in the “Complete Your Routine” section. This cross-selling technique increases average order value (AOV) by showing how the brand’s products work together.
For example, when a customer views the Beste No. 9 Jelly Cleanser, the website suggests pairing it with the Protini Polypeptide Cream for a complete routine. This strategy is not only helpful for the consumer but also subtly increases their likelihood of purchasing multiple products.
3. Interactive Skincare Quiz
Drunk Elephant’s interactive quiz is another highly effective CRO tactic. Customers answer questions about their skin type, concerns, and routine preferences, and the website provides personalized product recommendations. This personalization makes it easier for consumers to identify products suited to their needs and helps remove any uncertainty that may hinder a purchase decision.
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