Burt’s Bees and its agency Mcgarrybowen are out with a new campaign supporting the launch of the client’s new line of cosmetics which is being branded Burt’s Bees Beauty.
Omnicom's OMD serves as traditional media buyer and WPP's AKQA as the digital buyer.
While Burt’s Bees has typically been sold within the specialty bath or natural sections of the stores in its distribution chain, the campaign promotes the expansion of Burt’s Bees Beauty into the cosmetics aisle in select mass retailers.
The creative addresses a key insight: people want to achieve a look that enhances their natural beauty, yet they are using products made mostly with unnatural, synthetic chemicals to achieve that look. The client asserts that the beauty category continues to perpetuate unrealistic beauty standards, so this campaign encourages women to embrace their genuine beauty—and to think carefully about the products they’re using to look and feel their natural best.
Per the campaign creative, women can be smart, strong, powerful, feminine, beautiful: a million things coexist to make her who she is, but the one thing she is not is synthetic. As such, the ‘I Am Not Synthetic’ campaign employs an extremely close-up photography style across all creative to convey the authentic beauty of each woman and the beauty of ingredients and products that are born from nature.
The messaging is aimed at "women trying to live a healthier lifestyle as well those deeply engaged in the beauty category," says mcgarrybowen.