Burt’s Bees is an American personal care products that describes itself as an “Earth friendly, Natural Personal Care Company” making products for personal care, health, beauty, and personal hygiene. It is well recognized by consumers as an very ethical brand because of its no testing on animals policy, sustainable packaging, the ‘Greater Good’ foundation and so on.
The brand has been using a lot of promotion methods to let consumers know that it is ethical and takes social responsibility very seriously. For example, Burt’s Bee posts a quiz every day on Facebook with the incentive that participants has a one in fifty chance of winning a Burt’s Bee gift basket for free. Most questions are like “Do Burt’s Bees products test on animals?” “Is the packaging of Burt’s Bees products made from recyclable materials?” or “Is Bart’s Bees XX lip Balm made from 100% natural ingredients?”, etc.
Moreover, apparently, Burt’s Bees has also spent a lot of effort in it’s products’ packaging. If you are using a Burt’s Bees lip Balm, you will notice that there are many little patterns on the package telling you that the lip balm does not test on animals, the packaging material is recyclable and so on.
Burt’s Bees has also set up ‘The Greater Good’ foundation, in which they help non-profit initiatives with 10% of website sales. This foundation is also a great marketing strategy to show people that Burt’s Bees is an ethical brand.
The ‘100% Natural’Burt’s Bees brand has gained the intangible sustain value over a long term of advertising.I believe that this brand has great potential in the future because of recent customer demand trends for organic natural products.In the future, Burt’s Bee can even produce organic honey.