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Drunk Elephant: The New Toys’R’Us?

Dinh, Diep My LU ; Yepes, Talía LU and Hammar, Ida-Nora LU (2024) BUSN35 20241
Department of Business Administration
Abstract
Drunk Elephant, a skincare brand known for its clean ingredients and cheerful branding, has experienced a surge in popularity driven by Gen Alpha's unexpected adoption on social media. While this newfound audience has boosted sales, concerns are mounting regarding the impact of early exposure to beauty standards and consumption habits on young children. This business case explores the challenges and opportunities Drunk Elephant faces with Gen Alpha, proposing actions to navigate this unique situation from the perspectives of Corporate Brand Management and Moral Philosophy.
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author
Dinh, Diep My LU ; Yepes, Talía LU and Hammar, Ida-Nora LU
supervisor
organization
course
BUSN35 20241
year
type
H1 - Master's Degree (One Year)
subject
keywords
gen alpha, corporate brand, branding, beauty care branding, moral philosophy, gen alpha marketing
language
English
id
9150224
date added to LUP
2024-03-25 16:18:05
date last changed
2024-03-25 16:18:05
@misc{9150224,
  abstract     = {{Drunk Elephant, a skincare brand known for its clean ingredients and cheerful branding, has experienced a surge in popularity driven by Gen Alpha's unexpected adoption on social media. While this newfound audience has boosted sales, concerns are mounting regarding the impact of early exposure to beauty standards and consumption habits on young children. This business case explores the challenges and opportunities Drunk Elephant faces with Gen Alpha, proposing actions to navigate this unique situation from the perspectives of Corporate Brand Management and Moral Philosophy.}},
  author       = {{Dinh, Diep My and Yepes, Talía and Hammar, Ida-Nora}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Drunk Elephant: The New Toys’R’Us?}},
  year         = {{2024}},
}