Shiseido seals the deal on Drunk Elephant acquisition

Shiseido Americas Corporation, a fully-owned subsidiary of Japanese beauty house Shiseido, today announced the completion of its acquisition of US prestige skincare brand Drunk Elephant.

Drunk Elephant was founded in 2012 by Tiffany Masterson as a cross-generational brand for all skin types and has since experienced strong growth among Gen Z and Millennials.

Shiseido highlighted Drunk Elephant’s “effective products, unique and playful brand voice, and strong community engagement”

“Today marks an exciting moment for Shiseido and we are thrilled to welcome Drunk Elephant to the Shiseido family,” said Shiseido Americas CEO and Shiseido Chief Growth Officer of Shiseido Marc Rey. “Drunk Elephant’s strong brand foundation and unique philosophy fit perfectly with Shiseido’s values and skincare heritage.

“We are confident that we will be able to further strengthen and support Drunk Elephant on its ongoing growth trajectory, expanding the brand into new and existing markets both in the Americas and internationally. We look forward to capitalising on the significant opportunities ahead.”

Drunk Elephant products use biocompatible ingredients that directly benefit the skin’s health, noted Shiseido, which highlighted Drunk Elephant’s “effective products, unique and playful brand voice, and strong community engagement”.

Drunk Elephant posted consolidated sales of US$75 million in the year ended 31 December 2018, with projected sales of US$125 million in 2019.

Going strong on Globuy

As a lead business partner of The Moodie Davitt Report, Shiseido and Drunk Elephant’s story has also appeared in Chinese and with a consumer voice on fast-growing Chinese B2C WeChat social media account Globuy [玩转全球免税], as part of a new collaboration between Globuy owner Extra-Aile Media in Shanghai and The Moodie Davitt Report.

Globuy aims to become “the KOL of Chinese travel retail” and already has 400,000 followers and a monthly audience of 1 million views for its WeChat social media platform promoting new launches, product availability, promotions and special offers. Underlining the strong affinity and complementary nature of the two companies work, Globuy has dubbed The Moodie Davitt Report “the KOL of travel retail B2B media”

Under the agreement, selected stories from The Moodie Davitt Report.com’s lead brand partners in beauty, fashion, luxury, confectionery and premium spirits are also published by Globuy in Chinese. These include product reviews by the Globuy team.

Globuy is promoting The Moodie Davitt Report’s platform to China’s travel retail sector and to its own consumer audience in China. The Moodie Davitt Report subsequently also publishes a curated selection of Chinese consumer feedback on the chosen stories and will reveal the results of regular consumer surveys conducted in association with Globuy.

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