Success Case Study: Drunk Elephant - Finding the sweet spot between natural and effective personal care

Success Case Study: Drunk Elephant - Finding the sweet spot between natural and effective personal care

Summary

"Success Case Study: Drunk Elephant", is part of the Successes and Failures research. It examines the details of and reasons behind the success of Drunk Elephant in the US. It delivers the critical "what?", "why?", and "so what?" analysis to teach you crucial lessons that increase your chances of launching successful products.

Officially launched in July 2014, Drunk Elephant has rapidly spread from its base in Texas across the US, Canada, Australia, and most recently the UK. Sales grew 600% to an estimated $30m in 2016 and its growth appears to continue unabated.

Scope

- Drunk Elephant generates its success from its ability to appeal to a wide range of consumers as a result of targeting all skin types.
- The brand clearly communicates the rationale used to choose product ingredients, boosting consumer confidence.

Reasons to buy

- Increase chances of success by learning from brands/products that have performed well.
- Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
- Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
- Access valuable strategic take-outs to help direct future decision-making and inform new product development.

1. Introduction
2. What?
3. Why?
4. Take-out
5. Appendix

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