Data through May 17, 202610d lag
Drunk Elephant Protini's Desirability Stagnates Amidst Category Decline
Drunk Elephant Protini is experiencing a stable but underwhelming desirability signal in the United States, with an alpha score of 0.7 indicating underperformance against its peers. The product's momentum is cooling, and its ADI score of 42.2 suggests it is not leading in cross-brand desirability. This stagnation occurs despite a highly stable regime, highlighting a potential risk of commoditization without aspirational pull.
Key Tactics
Media Response
Hold current media mix: stability is high and the regime is not shifting. Rebalancing now risks disrupting what is working.
Demand Reading
Demand pressure is stable: Protini is not gaining traction against competitors, suggesting no immediate pricing power opportunity.
Attribution
Stable but underwhelming desirability signal(low confidence)
Recommendation
Hold or Exit
Risk
Stable: dormant. Current evidence suggests brand energy is established and unlikely to shift without a material trigger. Seasonal context has been adjusted for the Prestige Skincare calendar. Analyst note: persistence=89%, confidence=97%, topology=k=2 (fixed, bayesian, hierarchical). Posterior on this brand partially pools toward the category prior (T=262 weeks, deviating 1.1σ from category mean); brand-level read borrows strength from peers.
Commercial Timing
Demand conditions are mixed - pricing action carries elevated risk and requires careful judgment.
Desirability trend with regime transitions· Attention: United States
Smoothed equity signal (EMA 8 weeks)
Rising (+21486.4% / 12w)
Desirability Index
Average desirability. Neither leading nor lagging.
Middle of the pack. Differentiation opportunity.
as of May 20, 2026
Momentum Score
Last monthMomentum slowing. Consider intervention.
Healthy momentum. Stay the course.
Rank 8 of 11 brands
Based on last 4 weeks · as of May 17, 2026
Alpha Score
Last monthLosing ground to the category.
Underperforming category. Losing 31% relative ground.
Based on last 4 weeks of velocity data
Attention share and momentum softmax share are comparative metrics and should be read against peer brands, not standalone.
Open Compare ViewThree lenses: clarity, direction, staying power
Signal Clarity
TurbulentSignal noisy -- defer tactical shifts until volatility subsides.
Trend Direction
↘ BearishConviction
Trend favors defensive posture -- protect margin and brand equity.
Trend Sustainability
SustainableNo exhaustion signals -- current trend has room to run.
Signal may re-form at lower volume - watch for early validation before scaling.
Most likely transition: emerging (1% probability)
Transition Probabilities
Confirmed decline
Both momentum and category performance are weak. The brand is cooling and losing ground to peers. This is a structural issue, not seasonal. Intervention required.
Brand vs Category (Last month)
Signal Readings
Critical moments that shifted the brand's trajectory, based on the latent (denoised) signal
Trend rate changed by +229.01% (structural, 6w check)
Rationale Signals
critical_media_reception(low)
Trend rate changed by -134.26% (structural, 6w check)
Rationale Signals
unknown(low)
Trend rate changed by +80.01% (structural, 6w check)
Rationale Signals
unknown(low)
Recurring seasonal lifts and troughs with rationales
Window: Apr 5 – Apr 19
Recurring seasonal peak
Window: Feb 1 – Feb 15
Recurring seasonal trough / post-peak normalization
Current week seasonal lift/drag relative to baseline