Last month, Drunk Elephant unveiled a new campaign called “Please Enjoy Responsibly.” It has been billed as a call to action for customers to moisturize, exfoliate and hydrate “intentionally,” emphasizing the science behind its formulations.

Many have interpreted this new messaging as: “Get off my lawn, Sephora kids!”

In press statements, officials said the new direction centered on “using effective actives, supporting the skin barrier and taking a long-term approach to skin health” and reflected a commitment to serve “consumers who are deeply invested in their skin and value both ingredient integrity and proven results.”

Drunk Elephant is also making updates to retail merchandising and social channels to reflect this new look and feel.

One branding pundit on LinkedIn said Drunk Elephant needed to go further, suggesting all new packaging was necessary, too. If Millennials are, as analysts suggest, shifting to brands with proven science, talk of ingredients and clinical data sounds like a safe bet. It should make Gen Alpha’s eyes glaze over. At the very least, this tack is less expensive than revamping all of the packaging.

Something needs to stop the bleeding. When Shiseido, which acquired the brand in 2019, released its Q3 financials in November 2025, Drunk Elephant’s net sales were down more than 40% from the same quarter the year before. Officials said they were steadily reducing channel inventory and optimizing costs for the brand. They also provided insight about the turnaround effort of which this new campaign is part. That plan includes driving engagement through brand ambassadors, partnerships and the creator community to generate advocacy; regaining market leadership through unrivalled hero products; and rebuilding brand presence in key retail channels. 

Will it be enough?  The industry will be watching closely.

In This Issue….

Our February issue includes features on pro skin care, AP/deodorant trends, and hairstyling. Plus, don’t miss everyone’s favorite chemist advice column, Dear Valerie.

Have a comment or a question about something you read in these pages or online? Send me an email or find me on LinkedIn. Let’s talk.

Christine Esposito | Editor-in-Chief
cesposito@rodmanmedia.com