Design Thinking: Actively Creating the FutureBurt’s Bees Enjoys Sweet Viral Marketing
I have something embarrassing to admit to you. I never, EVER leave the house without my Burt’s Bees lip balm. In fact, I’m so addicted to (what I like to call) my bee-auty product that I take it jogging with me over my iPod. <Hides face in shame…>
But what made me chose to divulge this weakness to all of you was the greater question: How exactly did Burt’s Bees, the natural beauty company from Durham, N.C, become such a mass-commercial sensation where other green beauty manufacturers of its enjoy only mild/more homegrown success?
Can you think of any natural products that, like Burt’s, are sold in large retail chains? I can think of multitudes of natural products that base their sales campaigns on the use of green ingredients and earth-friendly advertising, but, typically, these products are sold largely at flea markets and small local shops. An article in the New York posts claims that Burt’s Bees enjoys this special success thanks to some very distinctive marketing.
And even though Burt’s qualifies as a “natural” beauty product—products are made using natural ingredients like milk, honey, beeswax and almond oil—their seemingly low-key marketing shtick is free of any green gospel. Instead Burt’s uses a laid-back marketing style that stirs up word-of-mouth promotion—on one hand selling in national retailers like Shoppers Drug Mart in Canada and Wal-Mart, Walgreen’s, CVS and Whole Foods Market in the US; but also in small local bookstores and hospital gift shops.
According to Leigh Anne Rowinkski, the Director of Client Solutions at Information Resources, Burt’s Bees is “…lightning in a bottle”, which puts the product in a fortunate position. It’s true! As Burt’s sales straddle mass-market retail chains and homegrown shops—they still keep their mom and pop reputation in tact.
Can you think of any other brands that enjoy the best of both worlds like Burt’s Bees? If you know of any, please share.
