Online Exclusives

Action at the Hive

September 3, 2008

A Q&A with Mariah Kulp of Burt's Bees

Action at the Hive



A Q&A with Mariah Kulp of Burt’s Bees



By Melissa Meisel
Associate Editor



The buzz on Burt’s Bees has been on high volume for the past few years now. With a major presence in national drugstores, as well as a $925 million acquisition by Clorox last October, the 24-year-old eco-friendly line most known for its peppermint-scented beeswax lip balm has taken a major (and successful) foray into branches of the personal care market. Recent launches featured anti-aging, bath and body and baby care collections.


Burt's Bees is helping to save bees with proceeds from the sale of its lip balm.
So, what’s next? New products for Fall 2008 include a “Fabulously Fresh” Peppermint & Rosemary Body Bar, Res-Q Lip Balm SPF 15 formulated with titanium dioxide and Radiance Serum, a natural formula created with royal jelly to restore moisture and reveal skin’s natural radiance. The company is also releasing CCD Lip Balm, where 5% of the proceeds from every purchase will go to The North American Pollinator Protection Campaign and its Honeybee Health Improvement Project funding research to support honeybee health and wellness.


Mariah Kulp, manager, public relations, promotions and licensing, Burt’s Bees found some time to talk with HAPPI about the latest news and launches at the company for Fall 2008 and beyond:

HAPPI:

Is the new CCD balm the first fundraising product the company has marketed? How did you get involved with the cause?

MK:

The new CCD Lip Balm is the first promotional lip balm Burt’s Bees has launched to raise awareness and funding for a cause. Colony Collapse Disorder is very near and dear to us at Burt’s Bees.  We recognize the importance of bees in our ecosystem, knowing that 30% of the fruit- and vegetable-producing plants we rely on to feed our families need honeybee pollination to thrive, everything from watermelons, cranberries, peppers, almonds and pumpkins.  Without honeybees, these crops—our food—are at risk.  


At Burt’s Bees, we’re working to do our part, by raising awareness about the disappearing honeybees through a variety of different initiatives while helping to fund research by the North American Pollinator Protection Campaign’s Honeybee Health Improvement Project, to find a solution for this critical environmental issue and improve the overall health and wellness of honeybees.


In fall of 2007, we worked with founder and beekeeper Burt Shavitz to produce a public service announcement to call attention to the issue of CCD, and empower consumers to help by buying local, organic foods and planting a packet of bee-friendly seeds offered for free on our website.  The PSA ran before “Bee Movie” and we distributed 50,000 seed packets to consumers as a result – that’s millions of bee-friendly flowers.  


The latest from Burt's Bees
During Pollinator Week, our chief executive officer, John Replogle, testified before Congress on behalf of the bees.  The same week, we rolled out the promotional CCD Lip Balm with five percent of the proceeds going directly to the Honeybee Health Improvement Project to research the causes and prevention of CCD.  Additionally, we renewed our online free seed offering and distributed another 40,000 bee-friendly seeds.


HAPPI:

How is the bath and body line selling?  How did you choose the latest scent for it, peppermint?

MK:

Overall, the natural personal care category is outpacing the personal care category significantly.  Both our cleansing and care businesses are strong and Burt’s Bees is leading the growth across many personal care categories.  Our products are not only effective at delivering powerful benefits to the skin and hair, but we do it without using ingredients like sodium laurel sulfate (SLS), parabens or petrochemicals that have a potential human health risk.
 

As for the choice of peppermint in our new Fabulously Fresh Peppermint and Rosemary Body Bar, it’s the same natural ingredient we use to create a stimulating and refreshing experience with our Beeswax Lip Balm and our Peppermint Foot Lotion, both of which are consumer favorites and perfect for bath and shower.

HAPPI:

How are Burt’s anti-aging products different from the others on the market?


MK:

The Burt’s Bees Naturally Ageless Collection utilizes the super-antioxidant pomegranate to fight the effects of free radical damage. We combine it with breakthrough natural ingredients like white birch bark to assuage common signs of aging like fine lines and wrinkles.  The collection provides a balanced natural appearance from the outside in without using potentially harmful ingredients.


HAPPI:

What trends do you see hitting the personal care market for 2009?

MK:

The natural personal care market is predicted to double in size and household penetration by 2012. This growth is fueled by two trends toward inner well-being and outer well-being (environmental sustainability) impacting consumer decisions from the foods they eat to the personal care products they use, and choosing natural products is a clear solution. Also, some of the new trends and products available in the natural personal care marketplace include sunscreens/SPF products (as previously reported in the September 2008 HAPPI).  More and more companies are beginning to understand the need for natural sun protection.

Related End-User Markets:

Related Raw Materials:

blog comments powered by Disqus
  • Who Makes That?

    Who Makes That?

    Tom Branna, Editorial Director||April 1, 2016
    From concept and formulation to testing and filling, today’s contract manufacturers perform a range of services for marketers

  • Multi-Cultural Beauty Update

    Multi-Cultural Beauty Update

    Christine Esposito, Associate Editor||April 1, 2016
    Established brands and start-ups address the needs of multi-cultural beauty consumers.

  • The Essence of Individuality

    The Essence of Individuality

    Melissa Meisel , Associate Editor||April 1, 2016
    Fragrance sales are fueled by unique facets.

  • At a Loss for Curls?

    April 22, 2016
    Amplixin, a Miami-based maker of hair strengthening products, has a solution for hair loss.

  • Why Look Good, When You Can Look Perfect?

    Why Look Good, When You Can Look Perfect?

    Tom Branna, Editorial Director||April 4, 2016
    A new way to try-before-you buy is capturing the attention of consumers and the beauty industry.

  • From Greenville to Guangzhou

    From Greenville to Guangzhou

    Christine Esposito, Associate Editor||March 14, 2016
    South Carolina start-up BabyBlossom has big plans for its nontoxic baby products line...in China.

  • NYSCC Explores Product Innovation

    NYSCC Explores Product Innovation

    Christine Esposito, Associate Editor||March 14, 2016
    New product development, formulation expertise and proper preservation are topics of discussion at February monthly meeting.

  • Texture on the Runway

    Nancy Jeffries, Contributing Editor||February 22, 2016
    Au Naturale by Dark and Lovely, Cantu, Creme of Nature, Design Essentials and Garnier create head-turning hairstyles.

  • Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Tom Branna, Editorial Director||February 9, 2016
    Nova Scotia Fisherman makes a boatload of products that contain sea kelp and a raft of natural ingredients.

  • What

    What's on Tap for 2016?

    Nancy Jeffries, Contributing Editor||February 8, 2016
    CEW and NPD present their beauty industry review and preview.

  • From Research to Retail

    Tom Branna, Editorial Director||February 1, 2016
    What began as research on skin disorders led a dermatologist and his father to create their own skin care formulas.

  • 5 Things I Learned

    5 Things I Learned

    January 15, 2016
    The Avon & Women’s Dermatologic Society Mentorship Program. Dr. Sabrina Fabi (left) and Dr. Kimberly Jerdan.

  • Perfect Timing

    Perfect Timing

    Tom Branna, Editorial Director||January 11, 2016
    New ways of collecting data can help cosmetics companies understand what women really want—and when they want it.

  • When a Cosmetic Becomes a Drug

    When a Cosmetic Becomes a Drug

    Jacqueline Sheridan, Dinsmore & Shohl LLP||January 11, 2016
    The unintentional conversion of personal care products through marketing.

  • Africa, Rising

    Africa, Rising

    December 14, 2015
    Savvy marketers should expand their operations on the continent, according to speakers at a WFFC seminar.

  • Color, Your World

    Color, Your World

    December 7, 2015
    A kaleidoscope of concepts was the conversation at a recent NYSCC symposium.

  • Hitting a Wall(mart)

    Hitting a Wall(mart)

    November 9, 2015
    Walmart imposes slotting fees and that hurts a lot of Tier 2 and 3 FMCG companies.

  • That’s Quite an Achievement!

    That’s Quite an Achievement!

    Nancy Jeffries, Contributing Editor||November 2, 2015
    The CEW honors seven beauty industry leaders.

  • What

    What's Not to Love?

    Tom Branna, Editorial Director||October 26, 2015
    The sun care category is rife with issues, but there’s a lot to like about it.

  • A Suite Deal

    A Suite Deal

    October 12, 2015
    Image Studios provides an innovative venue for beauty professionals seeking a new way to do business.

  • What’s All the ‘Fuzz’ About?

    What’s All the ‘Fuzz’ About?

    Jeremy Kerstetter, Assistant Editor||September 28, 2015
    Lawyer presents the power and versatility of essential oils by adding them to her own handmade dryer balls.

  • A New Kind of Hero

    A New Kind of Hero

    Tom Branna, Editorial Director||September 14, 2015
    An upstart household product company puts a new spin on the idea of home cleaning.

  • A Panoramic View

    A Panoramic View

    Jeremy Kerstetter, Assistant Editor||September 7, 2015
    ZSS takes a 360° approach to skin health.

  • It

    It's All in the Delivery

    Jeremy Kerstetter, Associate Editor||August 31, 2015
    AlureVé relies on pharmaceutical technology for its anti-aging skin care line.

  • A Brand of Its Own

    A Brand of Its Own

    Christine Esposito, Associate Editor||August 24, 2015
    Amyris creates its own skin care solution for consumers.

  • Eye on Korea

    Eye on Korea

    August 17, 2015
    At the Personal Care Conference in Shanghai there was distinct emphasis on beauty ideas from Korea.

  • No Coasting Here

    No Coasting Here

    August 12, 2015
    A Q&A with Coast Southwest CEO Joseph Cimo.

  • Scoring Big with Women’s Soccer

    Scoring Big with Women’s Soccer

    Christine Esposito, Associate Editor||July 8, 2015
    Carli Lloyd and crew have star power—but will any beauty firm be smart enough sign these soccer stars? Take our poll now.