Burt’s Bees Targets Younger Generation with Gud Brand

Burt’s Bees – a brand well known for its mostly natural products – hopes to attract younger customers with a new brand of personal care products launching this month.

Burt’s, which is owned by the Clorox Company, is marketing Gud (pronounced “good”) to females between the ages of 18 and 24, who are not anti-environment, but don’t make purchasing decisions based on a product’s green credential alone.

Garrett Putman, global marketing manager for Burt’s Bees, told Marketing Daily, they wanted to create something for a younger, less “crunchy” demographic. “They may make great choices to protect the environment, but they’re not as on the lookout for villain ingredients, or worried about wrinkles, as the Burt’s Bees shopper is,” Putman explains.

The product line includes lotions, shampoo and fragrances, and will appear in stores that carry Burt’s Bees products this month.

Burt’s describes the product positioning as “peachy, not preachy” – a characteristic that is most obvious in the logo design which uses an umlaut over the “U” in Gud to make a smiley face.

Bart King is a PR consultant and principal at Cleantech Communications.