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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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.
The Tokyo-based firm has been making sizeable investments of late to improve its US position. The WASO skin-care line features Japanese ingredients in the form of "whole botanical cells" and is being supported by messaging and media targeted to – and created in part by – millennials.