Shiseido Bets Big On ‘Clean’ Movement With $845M Drunk Elephant Buy
Drunk Elephant is on track to record more than $100m in fiscal 2019 sales, reflecting compound annual growth north of 120% over the 2016-2019 period. Shiseido is drawn to the prestige brand’s digital savvy and popularity with younger consumers, in part due to its emphasis on “clean” skin care.
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Marketing intelligence firms have different ideas about how the COVID-19 pandemic will impact the “clean beauty" phenomenon.
Cosmetics regulatory reform efforts continued in 2019, which also saw Congress’s first cosmetics safety hearing since 2016. Meanwhile, the “clean” beauty movement gained momentum, fueled by the widely held perception that outdated regulations are allowing cosmetics consumers to be exposed to dangerous chemicals.
Dermatologists and industry advocates are concerned about the public’s lack of trust in science and potentially misplaced faith in “clean” beauty, which “Toxic Beauty” screenings in the US, Canada and UK likely are only reinforcing.