Burt’s Bees
beauty
I am not synthetic | brand CAMPAIGN
the Ask
Burt’s Bees has created natural products for over 40 years, so when they launched a full line of cosmetics made with wholesome ingredients, we were asked to help them break through the crowded beauty category.
the approach
“Natural” in beauty is often portrayed as soft, passive, and easy to overlook. We set out to redefine it as bold, powerful, and unapologetically confident. Women can be both strong and soft, edgy and feminine—many things at once. But one thing she’s not is synthetic, so we asked: if you’re not synthetic, why should your beauty products be?
the results
The campaign supported the biggest product launch in Burt’s Bees history.
social
Digital
TV
Check out the brand film launch created by Allison Miller and Kelly Jenkins:
-
Creative Directors: Allison Miller, Kelly Jenkins
Copywriter: Abby Napoli, Kristen Manias