Drunk Elephant has launched a new version of its vitamin C serum: C-Firma Day Serum. The relaunch was timed to coincide with the opening of the new @DrunkElephant TikTok channel.
The product contains vitamin C in the form of -ascorbic acid powder, which the customer has to mix with a liquid serum before the first use. The newly vegan formula is packaged in an airless vacuum-pumped container, meaning it never touches the air once activated, and has a longer shelf life of three years unopened/unmixed, and at least six months after mixing. “The result is a noticeably diminished appearance of signs of aging and photodamage - replaced by a healthy radiance and luminosity,” claims the skincare brand.
By launching the new TikTok channel and C-Firma Fresh Day Serum simultaneously, Drunk Elephant hopes for TikTok to be a platform where consumers can learn about the vitamin C technology together as a community and share their results. More than 35 million #drunkelephant tags were circulating on TikTok prior to the launch of the official channel. Drunk Elephant will use TikTok to educate on its ingredient-elimination philosophy, introduce new products, such as C-Firma Fresh Day Serum, and bring together fans.
“I am so excited to see the Drunk Elephant community try out the reformulated C-Firma Fresh on TikTok! I can’t wait to engage with new followers and continue to connect with our current followers,” said Drunk Elephant founder Tiffany Masterson. “My hope is that our TikTok channel will be a place where people can share their skincare journeys, show the skin benefits of using Drunk Elephant, and get a glimpse of what we call the Drunk break.”
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Drunk Elephant launched in the United States in August 2013 with six products. Today, the brand is sold in 23 countries and has achieved cult status through a fan base that grew largely via word of mouth and organic social media content from influencers and consumers alike. The brand is now a subsidiary of Shiseido Americas, which acquired it last year for 845 million US dollars.