Burt's Bees aims to pioneer the next generation of natural with new Güd line

NEW YORK — Burt’s Bees, a maker of natural personal care products, has developed a new collection, dubbed “Güd,” that is reimagined for the millennial generation.

After discovering that the current natural landscape alienates many potential consumers — too pricey, too “crunchy,” not sensorial — Burt’s Bees sought to create a fragrance-forward, fun and irreverent approach natural personal care. Enter Güd, a bright, happy, expertly fragranced personal care collection free of parabens, phthalates, petrochemicals and sodium lauryl sulfate, and never tested on animals.

The collection includes hair care, body care and hand care in three fragrance variants — Orange Petalooza, Floral Cherrynova and Vanilla Flame — as well as one Target exclusive, Pearanormal Activity. Distributed in the same channels as Burt’s Bees, the collection aims to offer a modern, playful take on natural.

The brand trades the standard “earthy” aesthetic associated with natural for a more contemporary, vibrant feel designed to speak to consumers who may be priced out of natural or haven’t found a point of entry into the category, the company stated. With 97% natural ingredients and accessible price points, the collection offers the benefits of truly natural ingredients with the sensory appeal and modern sensibility of a specialty collection.

The brand’s philosophy — that being happy makes women beautiful, not the other way around — is evident in the modern, joyful appeal of the collection, from the smile built into the brand name to the brand’s social media presence and use of QR codes.

The Güd collection became available on shelf at select national food, drug and mass retailers, including Target, CVS and Walgreens, and on Gudhappens.com in January 2012. The prices range from $4.99 to $11.99.