Burt’s Bees, a company built from simple beeswax-based balms, is introducing the biggest product launch in company history – Burt’s Bees Beauty – a full line of cosmetics made with natural ingredients.
The accompanying launch campaign from Mcgarrybowen, titled ‘I Am Not Synthetic’ announces the brand’s entry into the beauty category. It features women being empowered by the products and the natural ingredients used in those products. The campaign encourages women to embrace their genuine beauty – and think carefully about the products they’re using to look and feel their natural best.
The tag is meant to show that safe, effective and natural beauty products are available to everyone at a reasonable price point.
“A woman can be anything she pleases. Smart, strong, powerful, feminine, beautiful – a million things coexist to make her who she is, but the one thing she is not is synthetic. So we posed the question: if you are not synthetic, why would you use beauty products that are?” asked Mcgarrybowen creative directors Allison Miller and Kelly Jenkins.
“Many people want to achieve a natural makeup look, yet they are still using products made mostly with unnatural, synthetic chemicals. With the launch of Burt’s Bees Beauty and through our ‘I Am Not Synthetic’ campaign, we hope to offer an accessible alternative that allows women to feel good about the products they’re using to enhance their natural beauty,” added Lauren Aplin, associate director of marketing at Burt’s Bees.
Jim Geikie, general manager at Burt's Bees, said: "We believe that everyone has a right to safe, effective, natural beauty products. The trend towards clean beauty is on the rise, yet there was a gap in color cosmetics at mass. We set out to provide an accessible alternative to conventional, synthetic offerings. The collection is built on our leadership position in the lip color category and was the natural next step in our evolution.
"What’s unique about this collection is that it is designed to enhance a woman’s inherent beauty rather than transform it. It’s about products that make you look and feel your best because of how they are made, not in spite of it.”
The campaign launches with placements across TV, print, and digital with multi-channel, and targeted placements in credible beauty environments. The media plan includes a focus on immersive storytelling through sequential retargeting across devices (TV to digital); shoppable social and video distribution.
See all the spots by clicking The Creative Works box below.