• by Sarah Mahoney  @mahoney_sarah, February 14, 2012

Burt’s Bees may have a loyal customer following among 30-something women with a razor-sharp sense of “good” and “bad” ingredients. But the personal-care products company, which is owned by Clorox, says the special needs of Gen Y warrants the first spinoff in its 25-year history.

Güd is aiming for women in the 18-to-24 age range, who are less “crunchy” and “just want to smell good,” Garrett Putman, global marketing manager for Burt’s Bees, tells Marketing Daily. “We wanted to provide something for these women, who are very sensorial. They may make great choices to protect the environment, but they’re not as on the lookout for villain ingredients, or worried about wrinkles, as the Burt’s Bees shopper is. She is the kind of woman who will pop open the cap in the store looking for an indulgent fragrance.”

The 32-product line, available in four fragrances, says “From Burt’s Bees” right on the label, he says, “which gives us instant credibility as far as a natural product. So we can be fun and playful.”

Three of those fragrances, Orange Petalooza, Floral Cherrynova, and Vanilla, are rolling out among retailers that already carry Burt’s Bees, and Putman says 28,000 end caps will move into such chains as Walgreens and Kroger. A fourth fragrance, Pearanormal Activity, is scheduled to be available exclusively at Target for 12 months.

Güd -- which will be marketed with a “Güd happens” campaign online, in social media, with PR, and via print ads in such magazines as Allure and Lucky -- is being positioned with “a refreshing perspective that being happy makes women beautiful, not the other way around.” The positioning, via agency Baldwin&, based in Raleigh, N.C,, is described as “peachy, not preachy.” Prices range from $5 to $12.

The line includes peppy little aphorisms on the packaging, such as: “For hair that says ‘Touch me.’ Talking hair, pretty nifty;” “He’ll hold your hand. Heck, you’ll hold your hand,” and “If you don’t sing in the shower, you will now.”

That tone is important, he says, “because we know how social these Millennials are. Her iPhone is the fist thing she looks at in the morning and the last thing she sees before she goes to bed. We wanted to speak to her about Güd the way she speaks to her friends.”