Drunk Elephant's Stumble: Tween Craze Leads to 65% Sales Drop

Drunk Elephant's 65% sales slump highlights the challenges of maintaining brand loyalty in the age of fickle tween consumers. The brand, once a darling of millennials, saw its popularity shift towards a younger demographic, ultimately leading to a significant decline in sales. The parent company is now focused on rebuilding the brand's image and attracting its original customer base. 'It's a stark reminder that even successful brands need to adapt to changing market trends,' says Casey Lewis, a Gen Z and Alpha trends analyst. The company's strategy to regain its footing will be closely watched by the industry.