Beauty: ‘Sephora Kids’ is not to blame for Drunk Elephant’s woes, chasing virality is
- InsightTrendsWorld
- May 16
- 14 min read
Why it is the topic trending:
Significant Sales Decline: The primary reason is the drastic 65% drop in sales in the first quarter of 2025, following a 25% decline in 2024. This substantial downturn for a previously successful brand warrants attention and analysis within the beauty industry.
Questions About Brand Future: The article explores whether Drunk Elephant can recover its former success, making its current struggles a topic of interest and speculation.
Discussion of Contributing Factors: The piece touches upon the "Sephora Kids" trend and the strategy of chasing virality, prompting discussion about their impact on brand performance.
Overview: Drunk Elephant, once a prominent skincare brand, is facing significant challenges marked by plummeting sales and questions about its future. The article analyzes potential reasons for this decline, including the impact of younger consumers ("Sephora Kids") and the brand's possible pursuit of virality.
Detailed Findings:
Drunk Elephant's sales decreased by 65% in Q1 2025, contributing to a 19% income slump for Shiseido's US operations.
Sales had already declined by 25% in 2024, attributed to production and shipment issues.
Shiseido has not explicitly stated the reasons for the Q1 2025 decline.
Shiseido aims for a "swift turnaround" by focusing on educating beauty advisors at retail.
The article questions whether the brand can recover its "former glory."
Potential contributing factors discussed are the "Sephora Kids" trend and the strategy of chasing virality.
Analysis of Drunk Elephant's Challenges:
The "Sephora Kids" Factor: The article subtly points to the "Sephora Kids" trend, where tweens and young teens have become highly interested in prestige skincare brands like Drunk Elephant. While this might initially seem like a positive sign of brand popularity, it presents several challenges:
Product Inappropriateness: Many of Drunk Elephant's products contain active ingredients that might not be suitable or necessary for young, pre-adolescent skin. This has led to concerns among dermatologists and parents about potential skin irritation, sensitization, and the development of unhealthy preoccupations with anti-aging at a young age.
Unsustainable Hype: Trends driven by very young consumers can be fleeting and based on social media hype rather than genuine product need or suitability. This can lead to rapid surges in popularity followed by equally sharp declines if the trend shifts.
Brand Dilution: When a brand's primary consumer base shifts to a younger demographic using products inappropriately, it can alienate the brand's original target audience who may have been drawn to the brand for specific skincare concerns and product efficacy.
The Pitfalls of Chasing Virality: The article suggests that chasing virality could be another factor in Drunk Elephant's decline. Here's why this strategy can be detrimental:
Short-Term Focus vs. Long-Term Brand Building: Overemphasizing viral moments can distract from the crucial aspects of building a sustainable brand, such as product innovation, quality, and fostering genuine customer loyalty.
Authenticity Concerns: Consumers, especially younger generations like Gen Z (who are heavily involved in the "Sephora Kids" trend), are adept at spotting inauthentic attempts by brands to chase trends. This can lead to a loss of trust and brand credibility if the efforts feel forced or misaligned with the brand's core values.
Potential for Misalignment: Viral trends are often unpredictable and can sometimes misrepresent a brand or attract attention for the wrong reasons. If a brand becomes solely focused on going viral, it might compromise its messaging or target audience in the process.
Unsustainable Growth: Virality can lead to rapid, unsustainable spikes in demand that a brand might struggle to meet, potentially leading to production issues (as hinted at in the article's mention of 2024 challenges) and customer dissatisfaction.
Focus on Hype Over Efficacy: Brands chasing viral trends might prioritize creating buzzworthy products or marketing campaigns over focusing on the actual efficacy and suitability of their products for their intended consumer base.
The interplay between the "Sephora Kids" phenomenon and a potential over-reliance on viral marketing likely plays a significant role. Drunk Elephant's challenges highlight the importance of brands maintaining a clear understanding of their target audience, focusing on product suitability and efficacy, and building long-term brand value rather than solely chasing short-lived viral moments.
Key Takeaway: Drunk Elephant is experiencing a significant sales decline, prompting questions about its future and the potential impact of trends like "Sephora Kids" and chasing virality on the brand's performance and reputation.
Main Trend: Brand Decline/Challenges in the Skincare Market
Description of the trend (please name it): The Precariousness of Viral-Driven Growth in Skincare: This trend describes the vulnerability of skincare brands that heavily rely on viral marketing and trends, especially when these trends involve consumer demographics that may not be the brand's core target or may be using products inappropriately. It highlights the potential for rapid growth followed by sharp declines if the viral momentum fades or if brand perception is negatively impacted.
What is consumer motivation
"Sephora Kids": The motivation of this demographic is often driven by social media trends, peer influence, and a desire to participate in online beauty culture, even if the products are not necessarily suitable for their skin type or age. They might be motivated by hype and the desire to own popular products rather than addressing specific skincare concerns.
Original Target Audience (Potential Demotivation): The original adult consumers might be demotivated to purchase if the brand's image is perceived to have shifted towards a younger demographic using products inappropriately, potentially impacting the brand's credibility or perceived efficacy for mature skin concerns. They might also be wary of contributing to trends that are seen as potentially harmful for young skin.
General Consumers (Caution): The news of declining sales and the association with potentially problematic trends might make general consumers more cautious about purchasing Drunk Elephant products, questioning the brand's stability and long-term viability.
What is driving trend:
Social Media and Influencer Culture: The rapid spread of beauty trends, particularly on platforms like TikTok, drives the "Sephora Kids" phenomenon. Young consumers are heavily influenced by online recommendations and viral product reviews.
Accessibility of Information (and Misinformation): While information about skincare is readily available, younger consumers might not always have the knowledge or guidance to make informed decisions about product suitability. Viral trends can sometimes overshadow expert advice.
Brand Strategy (Potential Over-Emphasis on Virality): If Drunk Elephant's strategy focused heavily on achieving viral success, it might have inadvertently attracted a consumer base that wasn't aligned with the brand's long-term goals or product offerings.
Shifting Consumer Preferences: The overall skincare market is dynamic, with new brands and trends constantly emerging. Drunk Elephant might be facing increased competition or a shift in consumer preferences towards other brands or approaches.
What is motivation beyond the trend:
"Sephora Kids": Beyond just following a trend, these young consumers might be seeking a sense of belonging, self-expression through beauty rituals, or a way to emulate older influencers they admire. This behavior can also stem from a desire to mature quickly or fit in with peers.
Original Target Audience: Their motivation for using skincare is typically rooted in addressing specific concerns like aging, acne, sensitivity, or maintaining healthy skin. They seek products that are effective, scientifically backed, and suitable for their age and skin type. Brand loyalty is often built on trust and consistent results.
General Consumers: They are motivated by a variety of factors, including product efficacy, brand reputation, ingredients, price point, ethical considerations, and personal values. They seek reliable brands that offer solutions to their skincare needs.
Description of consumers article is referring to (what is their age?, what is their gender? What is their income? What is their lifestyle):
"Sephora Kids":
Age: Primarily tweens (roughly ages 9-12) and young teens (ages 13-15), as indicated by previous search results about this trend.
Gender: While the beauty industry traditionally leans towards female consumers, this trend likely includes individuals across genders interested in skincare.
Income: These consumers likely have limited or no personal income and are relying on their parents' or guardians' spending power. Their access to expensive products like Drunk Elephant suggests a degree of affluence within their households.
Lifestyle: They are heavily influenced by social media, particularly platforms like TikTok, and are engaged in online beauty communities and trends. Their interest in skincare is likely driven by what they see online and among their peers.
Original Drunk Elephant Consumers: The article doesn't provide specific demographic details about the original target consumer, but it was likely adults (potentially late teens to older adults) interested in ingredient-focused, prestige skincare. Their income levels would likely be higher to afford the brand's price point, and their lifestyle would include an emphasis on skincare routines and product efficacy.
Conclusions: Drunk Elephant's significant sales decline in 2025 suggests that the brand is facing substantial challenges. While production issues in 2024 played a role, the more recent downturn might be linked to the brand's association with the "Sephora Kids" trend and a potential over-emphasis on chasing viral popularity. This situation highlights the risks for prestige skincare brands when their products become a trend among very young consumers, potentially alienating their core audience and raising concerns about product suitability.
Implications for Brands:
Target Audience Clarity: Brands need to clearly define and focus on their core target audience and ensure their marketing and product development strategies align with their needs and values.
Brand Authenticity: Chasing virality without considering brand alignment can be detrimental in the long run. Authenticity and genuine connection with consumers are crucial for building lasting success.
Trend Management: Brands need a strategy for navigating viral trends, recognizing when to participate and when to remain focused on their core identity. Engaging with trends that involve inappropriate product use can damage brand reputation.
Long-Term Strategy: Building a sustainable brand requires a long-term vision that goes beyond fleeting viral moments. This includes consistent product innovation, quality, and customer relationship management.
Implication for Society: The "Sephora Kids" trend raises societal concerns about the increasing pressure on young children to engage in complex beauty routines and the potential for fostering insecurities at a young age. It also highlights the influence of social media on children's perceptions of beauty and self-worth.
Implications for Consumers:
Younger Consumers: They need guidance from parents, educators, and dermatologists on appropriate skincare practices for their age. The allure of viral products should be balanced with informed decision-making about skin health.
Original Target Audience: They might need to re-evaluate their perception of the brand based on its current trajectory and decide if it still aligns with their skincare needs and values. They might seek out alternative brands if they feel Drunk Elephant's focus has shifted.
General Consumers: They should be discerning about skincare trends driven by social media and prioritize product efficacy and suitability for their individual needs over hype.
Implication for Future: This situation could serve as a cautionary tale for other beauty brands that experience sudden viral popularity, particularly among younger demographics. It emphasizes the importance of responsible marketing and maintaining a focus on core brand values and target audiences for long-term sustainability.
Consumer Trend: Age Compression in Beauty: This trend describes the phenomenon of beauty and skincare routines and product interests shifting to younger and younger age groups, often driven by social media and influencer culture.
Consumer Sub Trend: Viral Hype Over Substance (in Skincare): This sub-trend highlights the tendency for some consumers, particularly younger ones, to prioritize skincare products based on their viral popularity and social media buzz rather than on scientific evidence, suitability for their skin, or long-term benefits.
Big Social Trend : The Double-Edged Sword of Social Media in Consumerism: This trend acknowledges the powerful influence of social media in driving product awareness and trends but also recognizes the potential downsides, such as the spread of misinformation, the promotion of unrealistic beauty standards, and the creation of fleeting, unsustainable hype.
Worldwide Social Trend: Global Youth Culture and Beauty Trends: Social media has globalized youth culture, leading to beauty trends like "Sephora Kids" appearing across different regions, influenced by international online communities and influencers.
Social Drive: Influence of Peer Culture and Online Validation: The strong desire for social acceptance and validation among young people drives their participation in online trends, including the adoption of popular beauty products and routines.
Learnings for brands to use in 2025 :
Prioritize Core Audience: Maintain a strong focus on the needs and values of your primary target demographic. Avoid being overly swayed by fleeting trends that might dilute your brand identity.
Manage Viral Growth Carefully: While virality can be beneficial, ensure it aligns with your brand's long-term strategy and doesn't attract a consumer base that is misusing your products or detracting from your core message.
Communicate Product Appropriateness: Clearly communicate the intended use and target audience for your products, especially those with active ingredients. Consider age-appropriate labeling and educational content.
Build Sustainable Brand Loyalty: Focus on product quality, efficacy, and genuine customer engagement to foster long-term loyalty rather than relying solely on viral hype.
Monitor Social Media Sentiment: Actively track and understand how your brand is being discussed online, including by different age groups. Be prepared to address any potential issues or misperceptions.
Strategy Recommendations for brands to follow in 2025:
Re-emphasize Core Values and Target Audience: Develop marketing campaigns that clearly communicate the brand's original mission and the specific consumer needs it aims to address.
Focus on Product Efficacy and Education: Highlight the science and benefits behind your products, providing consumers with clear information on how and when to use them effectively.
Engage Responsibly on Social Media: Participate in relevant online conversations but avoid directly encouraging product use by very young children if your products are not formulated for them.
Consider Product Line Extensions: Explore the possibility of developing specific product lines tailored to different age groups or skin concerns to cater to a broader market without diluting the core brand.
Strengthen Retail Partnerships: Collaborate with retailers like Sephora to ensure beauty advisors are well-informed about your brand and can provide accurate recommendations to consumers.
Final sentence: Drunk Elephant's current challenges underscore the precarious nature of relying on viral trends and the importance of aligning brand strategy with the appropriate target audience in the dynamic skincare market.
What brands & companies should do in 2025 to benefit from trend and how to do it: Brands should prioritize building sustainable growth by focusing on their core audience, maintaining product quality and authenticity, and responsibly navigating social media trends. This can be achieved by clearly communicating product benefits and intended use, engaging with their primary consumer base, and avoiding strategies that solely chase viral popularity without considering long-term brand implications.
Final Note:
Core Trend:
Name: Socially Driven, Age-Inappropriate Consumption
Detailed Description: The increasing influence of social media is driving very young consumers to purchase and use beauty products that are not formulated or intended for their age group, raising concerns about skin health and brand alignment.
Core Strategy:
Name: Responsible Brand Management
Detailed Description: Skincare brands need to prioritize responsible marketing, clear communication about product suitability, and a focus on their core target audience to ensure long-term brand health and avoid the pitfalls of fleeting viral trends.
Core Industry Trend:
Name: The Accountability Era in Beauty
Detailed Description: Consumers, experts, and regulatory bodies are increasingly scrutinizing beauty brands for their marketing practices and the potential impact of their products on different demographics, especially children.
Core Consumer Motivation (of "Sephora Kids"):
Name: Trend-Driven Peer Affiliation
Detailed Description: The primary motivation for younger consumers engaging with prestige skincare trends is often to align with their peers, gain social currency, and participate in online beauty culture, driven by the fear of missing out (FOMO) and the desire for validation.
Final Conclusion: Drunk Elephant's current situation serves as a critical lesson for the beauty industry about the complexities of navigating social media-driven trends. Sustainable success hinges on a clear brand identity, a focus on the right consumer, and responsible practices that prioritize product efficacy and consumer well-being over fleeting viral moments.
Core Trend Detailed (name): Socially Driven, Age-Inappropriate Consumption
Description: This trend describes the increasing phenomenon where younger consumers, particularly tweens and young teens, are heavily influenced by social media to purchase and use beauty and skincare products that are not formulated or intended for their age group or skin concerns. Driven by viral trends, influencer endorsements, and peer pressure on platforms like TikTok and Instagram, these young individuals often seek out products with active ingredients or formulations designed for more mature skin, potentially leading to misuse, skin irritation, and the development of unrealistic beauty expectations.
Key Characteristics of the Trend (summary):
Social Media Dependence: The trend is heavily fueled by viral content, product recommendations from influencers, and peer discussions on social media platforms.
Brand Hype Over Suitability: Purchasing decisions are often based on a product's popularity and online buzz rather than its appropriateness for the consumer's age or skin type.
Premature Adoption of Complex Routines: Young consumers are engaging in elaborate skincare routines with multiple steps and active ingredients that are typically recommended for adults with specific skin concerns.
Peer Influence and FOMO: The desire to fit in with peers and not miss out on popular trends is a significant motivator for participation in this behavior.
Parental Awareness Gaps: Parents may not always be fully aware of the specific products their children are using or the potential implications for their skin health.
Market and Cultural Signals Supporting the Trend (summary):
The "Sephora Kids" Phenomenon: The observable increase in tweens and young teens frequenting beauty stores like Sephora and specifically targeting trending, often expensive, skincare brands is a clear market signal.
Viral Skincare Routines on TikTok: The proliferation of "get ready with me" and skincare routine videos on platforms like TikTok, often featuring products with active ingredients, heavily influences young viewers.
Influencer Marketing Targeting Youth: Some beauty brands and influencers inadvertently or intentionally market products with complex formulations to younger audiences through engaging and visually appealing content.
Accessibility of Beauty Products: The ease of access to a wide range of beauty products, both online and in-store, allows younger consumers to readily purchase trending items.
How the Trend Is Changing Consumer Behavior (summary):
Earlier Entry into Skincare: Children are starting skincare routines at increasingly younger ages, often before it's necessary or beneficial for their skin health.
Demand for Specific "Trending" Products: The demand for certain products can surge rapidly due to viral popularity among young consumers, regardless of their suitability.
Potential for Overconsumption: The focus on accumulating a large number of trendy products can lead to overconsumption and unnecessary spending, often by parents.
Shift in Brand Perception: Brands heavily associated with this trend might experience a shift in perception among their original target audience, potentially leading to brand dilution.
Implications Across the Ecosystem (summary):
For Brands and CPGs:
Brands face a dilemma of capitalizing on the hype created by younger consumers while also considering the ethical implications and potential for misuse of their products.
There's a need for responsible marketing and clear communication about age appropriateness and product usage.
Brands might need to consider developing product lines specifically formulated for younger skin.
For Retailers:
Retailers like Sephora are experiencing increased foot traffic and sales from younger consumers but also face scrutiny regarding the types of products being purchased and their potential impact on children.
There's an opportunity to educate consumers of all ages about proper skincare practices and product suitability.
For Consumers:
Younger Consumers: Risk of skin irritation, sensitization, and the development of unrealistic beauty standards and anxieties about aging prematurely.
Parents: Potential for increased spending on often unnecessary and expensive products for their children. They also bear the responsibility of guiding their children towards healthy skincare habits.
Original Target Audience: May feel alienated if brands shift their focus or if the brand image becomes heavily associated with a younger demographic using products inappropriately.
Strategic Forecast: This trend is likely to persist in the near future, fueled by the continued dominance of social media and the strong influence of online beauty culture on young people. However, there may be increasing awareness and pushback from parents, dermatologists, and even regulatory bodies regarding the potential harms of premature and inappropriate skincare use. Brands that can navigate this trend responsibly by providing clear information, developing suitable products, and focusing on their core audience are more likely to maintain long-term success.
Final Thought: The "Socially Driven, Age-Inappropriate Consumption" trend in skincare highlights the powerful, and sometimes problematic, influence of social media on young consumers and underscores the need for greater awareness, education, and responsible practices across the beauty industry.
What Drunk Elephant should do to regain consumers:
Re-emphasize their core values and target audience: Drunk Elephant needs to clearly communicate its original mission and the specific adult consumer skincare needs it aims to address. Marketing campaigns should feature adults with relevant skin concerns and highlight the efficacy of their products for this demographic.
Focus on product efficacy and education for the right age group: Highlight the scientific basis and benefits of their formulations, emphasizing how they address specific adult skincare concerns. Provide clear educational content on how and when to use products with active ingredients, reiterating that certain products are not intended for young children.
Engage responsibly on social media: While acknowledging their brand's popularity, they should avoid directly encouraging or featuring product use by very young children in their official channels. Instead, focus on content relevant to their adult target audience and collaborate with influencers in the adult skincare space.
Consider developing a separate, age-appropriate line: To cater to the younger market without diluting their core brand, Drunk Elephant could explore creating a sub-brand or specific product line formulated for the needs of young skin. This would clearly differentiate their offerings and prevent further confusion.
Strengthen partnerships with retailers: Collaborate with retailers like Sephora to ensure beauty advisors are well-informed about Drunk Elephant's intended audience and can provide accurate recommendations to consumers, guiding younger shoppers towards more suitable brands and products.
Address the perception of chasing virality: Shift focus from solely creating buzzworthy products to emphasizing product quality, scientific formulation, and long-term skincare benefits for adults. Highlight the brand's commitment to effective ingredients and results for their target demographic.
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