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.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty