Burt’s Bee’s brand Güd hopes to dial up a hit with Millennials by signing “Call Me Maybe” singer Carly Rae Jepsen to front its new Red Ruby Groovy products.
Brian Berklich, global marketing manager for Clorox Co.-owned Burt’s Bees, explained Güd tapped Jepsen, the first celebrity spokesperson for any products under the Burt’s Bees umbrella, because it wants to boost awareness, and she’s well known to its target audience of young women interested in natural-based personal care. Güd, which launched in January 2012, is now adding a fragrance-driven, playful touch to Burt’s Bees’ repertoire with the Red Ruby Groovy line. “She’s very infectious. Her sing-song approach and personality ties into Güd,” said Berklich.
“I see things on the hanger and I’m, like, ‘I never knew that color worked on me.’ It’s things you necessarily wouldn’t choose to wear, but once you put them on, you see why Janie is who Janie is." — Lily Collins on working with former "Mad Men" costume designer, Janie Bryant on creating looks for her role as Celia Brady's in Amazon series, "The Last Tycoon." 📸@jilliansollazzo #wwdeye
EXCLUSIVE: Sarah Rutson has been tapped to Build New American Fashion Group. The parent of Joie, Equipment and Current/Elliott hired the merchant to rev up its brands and expand its portfolio into designer, beauty and lifestyle categories. Read more on WWD.com, link in bio. #wwdfashion
Michael Kors' $1.3B Jimmy Choo deal has the company squaring off with Coach Inc. as both seek to build American powerhouses. Coach bought Stuart Weitzman in 2015 and Kate Spade just two weeks ago, but Michael Kors' acquisition may be putting pressure on its rival in the new push for scale. #wwdnews (📷: George Chinsee)
Meet actress Lucy Boynton, who plays opposite Naomi Watts in the recently released Netflix series "Gypsy." Boynton stopped by WWD to talk about her upcoming projects and her nomadic lifestyle. Get all the details on WWD.com. #wwdeye (📷: @dandoperalski)