Drunk Elephant: The New Toys’R’Us?

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.