Burt’s Bees’ Güd Idea

The natural personal care market stumbled during the recession, but it didn’t fall. As the world economy teeters on recession, that might be a good omen for Güd, a new natural line from Burt’s Bees that will debut next year.

Güd, which includes body, hair and hand care products, will compete against Yes to…, which has global distribution of more than 30,000 doors in 31 countries. Burt’s Bees’ execs describe the brand as “eco-fun,” and one that doesn’t take itself too serious. Packages are white, with colorful, playful graphics depicting a formula’s theme flavors and ingredients. For example,the Pearanormal Activity line has illustrations of pears. Featured underneath the Güd brand is the tag “from Burt’s Bees.”

Güd will be available in four variants : Floral Cherrynova, Orange Petalooza, Pearanormal Activity and Vanilla Flame. Body mist prices will range from $4.99 to $5.99; hair care, washes and lotions for $6.99; and body butters for $11.99. Fragrances were developed with Roger Schmidt and Givaudan.

Before hitting shelves, consumers will be able to purchase Güd online at
www.gudproducts.com in December. Burt’s Bees is launching Güd to 20,000 to 25,000 doors next year, including Target, Harris Teeter, Kroger, Ulta and Walgreens.