On Location: The House of Drunk lands in Paris - The House of Drunk arrives in the city of lights, adding plenty of its own spectacular illumination

On Location: The House of Drunk lands in Paris

The House of Drunk arrives in the city of lights, adding plenty of its own spectacular illumination

The Moodie Davitt Report Brands
Editor & Digital Marketing
Manager Hannah Tan-Gillies was
on location at a pop-up like no other

American skincare brand Drunk Elephant, owned by Shiseido Group, hosted a vibrant House of Drunk pop-up
in Paris on 15-16 October.

The Moodie Davitt Report Brands Editor and Digital Marketing Manager Hannah Tan-Gillies was on location
as the sole travel retail media representative for the spectacularly engaging event held at Pavillion Rive Gauche
in the fifth arrondissement. There she was privileged to meet Drunk Elephant CEO Tiffany Masterson for a one-
on-one interview (coming soon).

The official opening was attended by leading beauty media and 70 top influencers from around the world.

The House of Drunk experience was created in 2018 and has been popping up since in key locations including
London, Singapore and New York.

The Paris edition was a feast for the senses, featuring a vibrant, neon-lit array of retailtainment elements that
brought Drunk Elephant’s skincare ethos to life. The two-storey animation was dressed in the brand’s playful
colour palette.

{Watch the YouTube video above for exclusive video coverage from The House of Drunk launch party in Paris}

(Above and below) Skincare’s renowned elephant made a colourful statement in the fifth arrondissement, drawing key m
and 70 influencers to the official launch of the House of Drunk

At the pop-up, visitors were able to learn how to make a skincare smoothie and gain first-hand experience of
Drunk Elephant’s biocompatible products for skin, hair and body.

Some notable elements included the Mixing Station, where guests were given personalised skincare smoothie
recommendations; the Ceramighty Tunnel which showcased Drunk Elephant’s newly-launched Ceramighty AF
Eye Balm; the Charm Bar and DJ booth. The Drunk Break lounge allowed guests to relax after exploring the
many different areas.

One of Drunk Elephant’s core messages is to inspire people to take a Drunk Break for their skin. This concept was broug
life with the Drunk Break lounge at the pop-up.

How to Smoothie? An interactive digital table gave visitors personalised skincare recommendations and a step-by-step g
on how to master Drunk Elephant’s skincare smoothie ritual

The Destination Littles zone invited visitors to discover the different products in Drunk Elephant’s The Littles
6.0 set, a core focus for its travel retail push this year.

The Littles 6.0 is a set of six travel-friendly morning and night essentials that cleanse, exfoliate, hydrate,
brighten, and replenish the skin. It will launch in Europe, Middle East and Americas travel retail in January
2023, followed by an Asia Pacific travel retail launch in March.

Little packages, big beauty: Meet The Littles 6.0

Stay tuned for an exclusive interview with Drunk Elephant Founder and Chief Creative Officer Tiffany Masterson on Th
Moodie Davitt Report

On both days of the pop-up’s run, the first 30 visitors were able to receive exclusive Drunk Elephant gifts that
are currently not available in France. In addition, Drunk Elephant’s full collection was shoppable at the pop-up
thanks to a partnership with Sephora France.

Paris has long been a source of inspiration for Masterson who said “There was no better place to host the first
House of Drunk pop-up since 2019 than in the City of Lights.” The choice of hosting the pop-up in Paris also
reflected Drunk Elephant’s expansion in the wider Europe, Middle East & Africa (EMEA) region.

“Paris was an easy choice for me,” Masterson said. “We’ve done it in Singapore, New York, London, and now
Paris. There are a lot of cities out there that we’ve got our eye on, but Paris felt like the perfect place for this
opportunity, especially after the pandemic. We are launching the House of Drunk experience amidst our global
EMEA launch, wherein we’ve gone from one to 23 markets in the last two years.”

The House of Drunk offered a flurry of Instagrammable moments

The Ceramighty Tunnel showcased Drunk Elephant’s newest launch, the Ceramighty AF Eye Balm

As reported, Drunk Elephant made its Asia Pacific and EMEA travel retail debut in 2019.

Throughout the fourth quarter of 2021, Shiseido Travel Retail unveiled successive Drunk Elephant doors across
APAC and EMEA travel retail.

This programme included key airport and downtown duty free locations in China with DFS Group in Hong
Kong and Macau and with Lotte Duty Free, The Shilla Duty Free and Shinsegae Duty Free in South Korea.
New counters have also opened in France and with Qatar Duty Free in the Middle East.

Drunk Elephant was acquired by Shiseido Group in 2019. According to the Japanese beauty powerhouse, Drunk
Elephant’s distinctive ‘Suspicious 6’ ethos, biocompatible formulations and bold visual identity have helped it
grow a loyal community of fans around the world, building the foundations for a timely launch into the channel.

The brand channels its bold and irreverent aesthetic through the ‘House of Drunk’ concept, which invites shoppers into a
colourful beauty universe. Pictured above is the Drunk Elephant counter with Lotte Duty Free in Myeong-dong, Seoul.

(Left to right) Shinsegae Duty Free and The Shilla Duty Free in Seoul, and T Galleria by DFS Macau, Shoppes at Four
Seasons, Macau

Drunk Elephant Difference
Founded by Tiffany Masterson in 2012, Drunk Elephant’s mission (the Drunk Elephant Difference) is to offer a
full range of skincare, haircare, and body care products that are free of the Suspicious 6, a reference to an
ubiquitous list of ingredients often used in traditional beauty formulations that can cause skin disruptions. These
are fragrances, essential oils, drying alcohols, silicones, chemical sunscreens and SLS.

All Drunk Elephant’s formulas are biocompatible and centred on healthy pH levels and feature effective active
ingredients that maintain the skin’s acid mantle. Drunk Elephant consumers are encouraged to take a ‘Drunk
Break’ by removing the Suspicious 6 from their skincare routines to reset the skin.

Drunk from head to toe: Drunk Elephant has been steadily expanding its product portfolio to offer biocompatible produc
skin, hair and body

The brand’s biocompatible formulations mean they can mix easily and are highly absorbable, allowing the
products to blend seamlessly to form a ‘Skincare Smoothie’.

Much like choosing your liquid smoothie ingredients according to your health needs, Drunk Elephant customers
can choose their skincare smoothie ingredients based on their specific skin issues.

Visitors were able to learn about the Drunk Elephant Difference through interactive elements and shop the full collection
site thanks to a partnership with Sephora France

Note: The Moodie Davitt Report has launched an e-newsletter, Beauty Curated, in association with Shiseido. It
offers a curated selection of stories focused on the key beauty category in travel retail and beyond.

To subscribe free of charge please email Kristyn@MoodieDavittReport.com headed ‘Curated Beauty’. All
stories are permanently archived on this website. If you would like to be added to its mailing list (or to those for
any other Moodie Davitt titles), please click here.