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Drunk Elephant Marketing Breakdown: 6 Proven Strategies You Can Implement Today

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Drunk Elephant is a brand that’s taken the beauty world by storm, and it’s no surprise why. Their marketing strategy is a perfect blend of clean messaging, educational content, and community-building tactics. 

From leveraging the power of word-of-mouth to carefully crafting influencer collaborations, Drunk Elephant has mastered the art of connecting with its audience in a genuine way.

But what exactly makes their marketing so effective? 

In this article, we’ll dive into the key elements that have driven Drunk Elephant’s success and propelled it into the limelight.

Let’s get right into it! 

1. Build a strong brand philosophy that resonates with consumers

Drunk Elephant’s philosophy is simple yet powerful: clean beauty. 

But what does “clean” actually mean in their context? 

It’s not just about being free of artificial fragrances or parabens—Drunk Elephant focuses on what they call the “Suspicious 6.” These are six ingredients they believe are potentially harmful or irritating to the skin, including things like essential oils, drying alcohols, and silicones. 

By excluding these from their formulations, they position themselves as a trustworthy, non-toxic alternative in a market that’s increasingly obsessed with clean beauty.

Drunk Elephant Suspicious 6

Drunk Elephant also emphasizes balance, working with the skin’s natural processes rather than offering quick fixes. This approach feels like a breath of fresh air in a world where beauty brands often rely on the latest trends or flashy promises. 

Their messaging, underpinned by scientific research, communicates that they care about the long-term health of their customers’ skin, making them a reliable choice in an often overwhelming market.

Their marketing communicates a sense of straightforwardness and trustworthiness. They create a narrative that positions the brand as fun and approachable yet still backed by science and research.

2. Leverage word-of-mouth to build organic growth

If there’s one thing Drunk Elephant knows how to do, it’s creating buzz. 

The brand has become a word-of-mouth powerhouse, with real customers singing its praises on platforms like Instagram. 

Drunk Elephant word-of-mouth on Instagram

And let’s face it, these days, nothing beats a recommendation from a friend or a fellow skincare enthusiast.

Drunk Elephant knows that customer experiences are more powerful than any ad. That’s why they encourage their community to share their stories, whether it’s through product reviews or social media posts. This word-of-mouth marketing strategy is the backbone of their growth. 

Positive reviews, social media shares, and user-generated content create an authentic narrative that resonates with potential customers—turning fans into unofficial brand ambassadors.

3. Use influencer collaborations to boost authenticity

While Drunk Elephant initially hesitated to dive into influencer marketing, they eventually found a balance that works. 

Instead of going for the typical mega-influencers with millions of followers, they partnered with a mix of both mega and mid-tier influencers. 

These collaborations are much more than just paid endorsements. They’re about real users sharing their skincare journeys, which adds a layer of authenticity and relatability.

By teaming up with beauty influencers and skincare professionals, Drunk Elephant taps into the established credibility of these personalities. 

The influencers, in turn, showcase the brand’s products through tutorials, reviews, and personal recommendations, which resonate with their dedicated followers. 

4. Maintain a consistent, multi-platform social media presence

When it comes to social media, Drunk Elephant is everywhere. 

Particularly on Instagram, where the brand has over 2 million followers, they maintain a consistent presence that keeps them top of mind for skincare lovers. 

Drunk Elephant Instagram

Posting daily content that’s a mix of educational tips, user-generated content, and interactive features, Drunk Elephant ensures that their audience remains engaged and informed.

Drunk Elephant Instagram posts

They also tap into TikTok’s viral power with influencer-led content. It’s clear that Drunk Elephant understands the importance of staying relevant across multiple platforms while using each to its fullest potential. 

And with a mix of educational and entertaining content, their social media presence never feels too heavy-handed or salesy—it’s about building relationships with their followers.

5. Educate your audience to build trust and loyalty

Drunk Elephant doesn’t just sell products—they teach. Their marketing is educational at its core, helping customers understand why certain ingredients are beneficial or harmful to their skin. 

The brand’s commitment to ingredient transparency is central to their message.

Drunk Elephant key ingredients highlighted on product page

They’ve created a unique niche as a skincare authority, guiding consumers through the intricacies of skincare routines and proper product usage. 

Whether it’s through their social media posts or on their website, Drunk Elephant positions itself as a knowledgeable and reliable resource that customers can trust. 

This educational angle builds customer loyalty by empowering people to make informed decisions about their skincare.

6. Optimize your website for conversions and engagement

Drunk Elephant’s website is a conversion rate optimization dream. With unique and clever features, they make sure their visitors feel valued and encouraged to take action. 

For instance, when you first land on their site, a welcome popup asks, “Thanks for stopping by, by the way, where are you?”—offering customers the option to select their country. 

Drunk Elephant country choosing welcome popup

This personalized touch makes visitors feel like the brand is taking an extra step to cater to them.

The website also has a “Refer a Friend” popup where customers can earn $20 for themselves and a friend when they make a purchase. It’s a simple yet effective way to encourage loyalty and drive sales.

Drunk Elephant refer-a-friend popup

Plus, they integrate user-generated content (UGC) into the website, showcasing real customer experiences that further enhance the brand’s authenticity and trustworthiness.

Drunk Elephant user-generated content

Wrapping up

Drunk Elephant’s marketing strategy is a prime example of how a brand can build authenticity, trust, and community in an oversaturated market. 

By focusing on transparency, education, and leveraging word-of-mouth and influencer collaborations, they’ve created a loyal following that genuinely believes in the power of their products.

Through carefully crafted campaigns and an unrelenting commitment to quality, Drunk Elephant has turned skincare into an experience that customers can relate to and trust. 

So, if you’re in the beauty space and looking for inspiration, Drunk Elephant’s approach is definitely worth studying.

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Written by
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Nikolett Lorincz

Nikolett is the Head of Content at OptiMonk. She is obsessed with content marketing and loves creating educational content for ecommerce store owners. She truly believes in the importance of quality over quantity.
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