DRUNK ELEPHANT x SABRINA CARPENTER / Girls' Girl
date. August 2024
TARGET AUDIENCE: Skincare girlies who are way too hot to deal with his bullshit
PROBLEM: Girls work hard for great skin but get stressed out by guys who don’t deserve their time.
INSIGHT: Harvard Health says both acute and chronic stress affects your skin, 34% of Americans believe that their romantic relationships (current or previous) are the leading cause of their mental health concerns.
Basically, Boy Problems = Bad Skin
BIG IDEA: A recurring theme in Sabrina Carpenter’s songs is navigating the complexities and stresses of relationships and situationships. That’s why we want her to partner with Drunk Elephant to help you tackle your relationship and skincare challenges.
AD: Olivia Guerra
He had a hand in fucking up her skin. We’ll help her fix it.
PRODUCT
Inspired by her song lyrics, Sabrina Carpenter's skincare line will feature three kits, each focusing on different relationship and situationship statuses:
Feeling Myself Can't Be Illegal (the "single and feeling it" kit),
Caught in the Middle (the "in a relationship" kit), and
Something You Can't Forget (the "post breakup" kit).
OOH
We’ll target cities often considered the worst for dating—NYC, LA, Atlanta, Houston, Denver, Portland, and San Francisco—to promote the product line. Each wild posting will spotlight a specific kit and a hero product from that kit.
The hero products include: "Like a Feather" Moisturizer, "I Can't Even Look At You" Eye Cream, and "Got You Blocked" Sunscreen.
SOCIAL
Ads on TikTok will tease Sabrina’s product line. Each post will feature a product and a corresponding Sabrina Carpenter song.
EXPERIENTIAL
The Scream Rooms will be located in Sephora stores. Step inside to immerse yourself in Sabrina Carpenter's music while exploring Drunk Elephant's innovative skincare line. You can select a song of your choice and receive a free travel-sized product that matches the vibe. And, of course, the Scream Rooms will be soundproof, allowing you to sing, scream, or cry your heart out.
The campaign will culminate in a Girls’ Girl event featuring Sabrina’s Court, a unique space where she addresses relationship stressors. The event will include a live concert and a cleansing fire in a hot pink dumpster, symbolizing letting go and moving forward.
Sabrina’s Court and the concert will be livestreamed for those who can’t attend.
