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Burt’s Bees Makes Güd on Natural

The beauty company wants to capture a larger share of the natural personal care market, which is growing double digits.

Burt’s Bees wants to capture a larger share of the natural care market.

In turn, the Clorox Co.-owned business is targeting a segment of the category more interested in fragrance and aesthetics than raw ingredients with Güd, a new collection of body, hair and hand items due to ship to retailers in January.

Pete Alberse, vice president of sales, said Güd “is about growing the category and [giving people] what they are looking for.”

The U.S. natural personal care market is growing double digits, Alberse explained, and is now a $3.5 billion business in the U.S. Güd looks to go up against Yes to…, the maker of the Yes To Carrots brand, which has global distribution of more than 30,000 doors in 31 countries as of August 2010. Jim Geikie, vice president of marketing, said Güd and Burt’s Bees will be incremental to each other, not competitive, since each targets a different consumer.

To conceive Güd, Burt’s Bees tapped ad agency Baldwin& of Raleigh, N.C., where Burt’s is based. The name Güd was chosen because “it is evocative and gives people a Scandinavian feeling. It is also iconic and fun. It doesn’t take itself too seriously. It’s eco-fun,” said Alberse.

Packages are white, with colorful, playful graphics depicting a formula’s theme flavors and ingredients (i.e., the Pearanormal Activity line has illustrations of pears. Featured underneath the Güd brand is the tag “from Burt’s Bees.” Its placement is obvious but not quite prominent.

“We have played around with how important it was to use the [Burt’s Bees] brand. It is a trusted name that also brought instant credibility to Güd to make it stand for more than terrific fragrances,” said Geikie.

Güd will launch with four flavors: Floral Cherrynova, Orange Petalooza, Pearanormal Activity and Vanilla Flame. Prices will reflect opening price points in natural care, with body mists selling for $4.99 to $5.99; hair care, washes and lotions for $6.99; and body butters for $11.99. Fragrances were developed with Roger Schmidt and Givaudan.

While Güd won’t hit stores until 2012, consumers will be able to buy the product beginning in December on their Web site, Gudproducts.com.

Burt’s Bees is launching Güd to 20,000 to 25,000 doors next year, including Target, Harris Teeter, Kroger, Ulta and Walgreens. Partnerships with specialty stores may be considered at some point in the future, too. Industry sources estimate Güd could generate $15 million in first-year sales, supported by public relations and digital efforts. The brand will also leverage QR codes to engage the product with consumers at shelf.