On the night of Wednesday, the skincare brand Drunk Elephant was launched on digital store shelves here at home, and on Wednesday morning the products were also available in selected physical stores.
WOMEN’S DAY: On 8 March we celebrate Women’s Day. The celebrities think this is the most important women’s issue in 2024. Video: Trond Markus Gravdal. Editing: Anabelle Bruun Show more
– We expect a turnover of over one million kroner during the first 24 hours, says CEO of Fredrik & Louisa, Eric Rivelsrud, to KK.
– Fly out
He says that demand has been high both before and after the launch of the brand.
1000 products were sold before lunch on Wednesday.
Complete confusion
– The three “drops” products are very popular, and are flying off the shop shelves.
POPULAR: More than ten years after the launch, the brand is available here at home. PHOTO: Instagram @drunkelephant. view more
The brand’s “Sunshine Drops” and “C Firma” were sold out before ten o’clock today online.
It is also the drops products that have the highest demand in stores, says Rivelsrud.
The skin care brand is currently available in seven physical stores as well as online at Kicks and Fredrik & Louisa. By the end of the year, it will be in 28 stores in Oslo, Trondheim, Bergen and Stavanger, among others.
– Flying off the shelves
When Rihanna launched her make-up brand, Fenty Beauty, in Norway in 2021, Fredrik & Louisa sold almost NOK three million worth of make-up in the first 24 hours.
– Do you think you will be able to beat this?
– Fenty was only available with us while this was a national launch, so I can’t comment on that, says Rivelsrud.
Long lines
The skin care brand comes to Norway ten years after it was first launched internationally.
IN PLACE: Drunk Elephant is in place on store shelves in Oslo. PHOTO: Fredrik & Louisa. view more
This was also the case with Milk Makeup, which recently took over Norwegian store shelves. This led to long queues and hordes of fans who want to secure their favorites from the cult brand.
Gel polish: – Watch out!
When KK’s emissaries made the journey to central Oslo in the morning hours on Wednesday, there were no hints of the same wild conditions.
Men:
– There was a queue outside Steen & Strøm this morning when we opened, says Rivelsrud to KK.
Controversial
Drunk Elephant was launched in 2013 in Houston, Texas by Tiffany Masterson.
She struggled to find products suitable for her own skin, and saw a gap in the market for skin care products without ingredients such as essential oils and silicones.
STANDING BEHIND: Tiffany Masterson (th) is the founder of Drunk Elephant. PHOTO: NTB. view more
The skin care brand has had massive hype from the start. But it has not been entirely without controversy. Because even though the brand is not specifically aimed at children and young people, it has become very popular among them.
It is probably not because of the price point, which can be perceived as high, but among other things because of the packaging with strong colors, the experts believe KK talked to.
They believe that the brand itself has a responsibility to inform and communicate about the target group.
– Suitable for different ages
Drunk Elephant wrote in an email to KK that anyone with skin can use their products, but that different products suit different ages.
“In general, we do not recommend products that contain high concentrations of active ingredients for our younger fans,” they wrote.
Senior doctor warns against Tiktok tips
Ahead of the launch, advertisements and posts from influencers have appeared on social media such as Tiktok, Snapchat and Instagram, where the advertisements will appear for many children and young people, as Dagbladet recently mentioned.
– Although skin care stores and brands such as Drunk Elephant are allowed to advertise in social media, they should be careful about how they word themselves, says Thomas Iversen, senior legal adviser at the Consumer Council.