NEW YORK — Executives at Burt’s Bees want everyone to know that just because the company is growing by leaps and bounds — both in terms of distribution and product count — doesn’t mean its natural positioning will change one bit.
“Nothing we are doing will ever compromise what Burt’s Bees stands for,” said Doug Meyer, president and chief executive officer of Burt’s Bees. “[Our products] are all natural. No chemicals. No parabens. No [sodium laureth sulfate.] We are just making natural products that are more approachable and understandable for mainstream consumers who will shop not only at Whole Foods but also at [drug stores.]”
Meyer’s mantra should reassure retailers, as well as the natural beauty community, who may assume his years at consumer product giants Colgate-Palmolive and Benckiser could influence him to do business in ways other than those typical of an earth-friendly, natural-care company. Second-in-command Mike Indursky also comes from large beauty firms. Most recently he was with Maybelline New York/Garnier, and prior to that, Unilever Cosmetics, businesses that also don’t focus on natural items.
Despite their inexperience in one of the fastest-growing areas of beauty, Meyer and Indursky have drummed up several new products, and have even entered a new category, hair care, with Grapefruit & Sugar Beet Shampoo & Conditioner.
“The challenge has always been how to take a natural product and make it an effective product, without parabens or sodium laureth sulfate. We found that by using natural coconut and corn starch, we can cleanse the hair. All the oils in [formulas] can give shine,” Indursky said of the challenge of making a natural shampoo and conditioner.
Some other items to buzz out of the hive include Honey Lip Balm, Cucumber Chamomile Complexion Mist, Citrus & Ginger Root Body Wash, Peppermint Foot Lotion and four color additions to the Lip Shimmer collection (Guava, Toffee, Cocoa and Papaya). A Baby Bee Soothing Stick is planned for the back half of 2006, as well as several other items the company wants to keep under wraps. Items will retail from $2.50 for lip balms to $9.50 for the mist.
Next year the firm will focus on launching these products, as well as successfully serving its retail partners. In June, the $100 million beauty firm, which sold 80 percent of its stake in October 2003 to the Manhattan private equity firm AEA Investors for an estimated $175 million, gained chainwide distribution in Walgreens and CVS stores. The deals bumped up Burt’s Bees’ U.S. distribution to more than 20,000 doors. Roxanne Quimby, a co-founder of the company, remains on the board of directors. Her sister, Renee, continues to serve as vice president of sales for traditional accounts, such as gift and specialty stores.
Related Articles
You May Also Like
Also in 2006, Burt’s Bees’ print advertising campaign, which kicked off in July, will continue. About $10 million has been earmarked for next year. And the company relaunched its Web site, burtsbees.com, to make it more engaging for the consumer.
“One of the things about this brand, which is different than others, is the consumer loyalty,” said Indursky, who explained that Burt’s Bees employs a person to read every one of the 600 letters and e-mails the firm receives each day. In turn, Indursky is aiming to give consumers more of the brand they love. “By the middle of next year, more innovation is coming. It’s a new beginning for Burt’s Bees.”