Mike, Burt and the new natural beauty campaign

Burt's Bees has a new campaign: Natural Versus. I don't like it.

Burt's Bees is a nice brand. They bring in a hot shot marketing guy like Mike Indursky who kicked ass over at L'Oreal and they figure he can do the same thing for them. Boost sales, and as a by product, push the natural beauty agenda. I get that. What I don't get is the sheer gall of them to think they are now the self-proclaimed leaders in natural beauty. I'm just not buying the new campaign. When push comes to shove, I don't think the ads stem from some altruistic stance to really inform and educate the public. Read their ingredient list. For example, while sodium borate is "natural" it can be quite toxic and often causes skin irritation for some people. You'll counter back that the levels used in the products are low. That's so true; just like parabens. And that's my point. It's a skewed point of view to push an agenda and not a purely honest "definition" list. Only those from the "other" guys and again, hoping that consumers don't know too much and will believe their point of view with their snazzy over-priced ads. It's marketing, pure and simple.

This new campaign from Burt's Bees, I think, falls sadly flat. A beauty company is meant to sell product, not to stand on high and pronounce what it is good and what is bad. Yes, "natural" and "organic" are now flung around by any company wanting to sell a few bottles of lotions, even when the ingredients don't match the hype. Yes, I think the FDA should do a little more hands-on work at making it clear to consumers what's what. Yes, it looks a bit suspect when a beauty company starts defining what is and what is not natural in an attempt to boost sales.

Mike Indursky is the chair of the Natural Products Association personal care division. This campaign would be SUPERB for the association.  But spending thousands of dollars on ads that push slightly skewed definitions, boys and girls, it's the same old marketing ploy dressed up to make it green.

When I checked out Burt's Bees site, they rattle on about what is natural and sustainable. They state that a product which is natural should "Contain no ingredients with any potential suspected human health risks." Well, this is purely subjective. Essential oils, while being a natural essence, contain terpenes and other chemicals that make them contraindicated for many people. There is also talk of just how sustainable EO's are, especially when we look at oils such as Mysore Sandalwood, which is basically extent because of the way it was harvested.

For that matter, water has some suspected health risks. Use of inadequate preservatives is a health risk. I don't push natural from a soap box. I like natural products because I hope they have been minimally processed and still contain from nutrients and minerals that may benefit me. I also observe that natural does not necessarily mean better, because I also enjoy some products that are nowhere near being natural or organic. But I eat whole foods, exercise regularly and keep my stress to a minimum. In this world, this is the most I can do. I use natural products about 95% of the time but I'm not spurred on to run out and buy Burt's Bees because of these ads.

On a final note, Burt's Bee's is doing what any big company should do. Push ads that appeal to the masses; but in this instance, I think it's a whole lot of bluster from a guy who's very good at his job. If Indursky really wants consumers to benefit, then he can further push his agenda with the NPA and attempt to get some real definition for natural and organic in the beauty industry. But an ad? Not so much.

Please share your comments. Photo from Newscom

Comments

[Ellyssa]

Thank you for the information. I am currently researching which organic products to use.

[Trevor James]

I feel as though many of you are overcritical of Burt's Bees. The truth is, consumers are educated from this ad, and it's more than just a pretty face telling you to try it so that you can look like a model. Creating awareness is always a good thing - especially when most consumers are just getting into natural products. Making natural skincare available to everyone is a great thing! I've been a Burt's Bees user for more than 10 years now. The truth is, their products are becoming more natural with every year, and I think they are just getting better all the time. These ads are slick, different, and do more to educate than most. Besides, comparing ingredients is a good thing - we should all be doing more of that with our foods and skincare.

[Soren Kirkegaard]

I saw a link here from my regular beauty blog (which is not written with an "advanced" tone, by the way) and came back and read your response.

This is certainly not meant as criticism, nor was the prior post, but Americans generally take offense at comments instead of taking them into account or not reacting, if they disagree. They jump into action and immediately retaliate, perhaps unthinkingly. As an aside, I think the situation in Iraq was perhaps begun in this manner and it truly a pity that your husband is involved over there.

Perhaps you were riled or attempting to humor when writing your original post, but I certainly had every right to point out what I thought was an arrogant tone.

Now I do not wish to tout my education; I only mentioned as a comparison - I am an expert in literature, as you are in organic beauty. I do not look down on those who are not, nor do I try to educate them, and I felt you were doing both these things. That was the point I was trying to make.

Its fine if you don't have time for comments that are above and beyond the average. I am not tutoring you in how to improve your blog or your approach to the world. I'm not even suggesting that you need to do either of these things. However, some people do appreciate feedback even if it is blunt, but, naturally, not everyone does.

This is, after all, America.

[Andrea]

Soren,

Thanks for the comment. I've had to thiank a bit before responding because I'm not sure why you resorted to unprovoked jabs, but I'll ignore those and address a few things.

First it's great you have a PhD in Lit, but that has nothing to do with writing a blog, so if my writing is so trite that you can barely deign to read it, please Google other blogs.

I don't speak down or up to my readers, I simply speak. Like I would to my friends. If the terminology offends you so, again, Google another blog. I don't apologize for the way I write because I know my readers. If they're so easily offended, they don't read me.

Lastly, I do ignore the other lip balms because I don't write about them and in fact, most lip balms I know of are not made with petrolatum or any other crud like that. Most balms I know are created with butters and oils.

So Soren, while I'm happy you decided to comment, it would have been more useful to ask questions for clarity rather than attempt to get on your high horse. As you can see from the other comments, most people take this blog for what it is: a beauty blog. They understand a bit of tongue in cheek and are not morally offended by my choice in verbiage. This is not about life and death issues, nor a treatise on the political situation of our nation.

My suggestion: continue to read the blog with a lighter mind and perhaps a wonderful glass of Shiraz or Google for other beauty sources that appeal to your level of advanced communication and in a tone you find more pleasing. And in fact, with 2 kids and a husband in Iraq, who will hopefully come home alive in one piece, this is most definitely the most I can do.

Cheers!
AK

[Soren]

This following point I must direct toward the writer of the blog. On account of subject matter in which you deal and the fact that you seem fairly fluent in it, I must assume that you have some experience in organic products and have studied and read about them accordingly. But in this article, you are most certainly preaching to those who likely know less than you. Referring to your readers as boys and girls, in addition to the arrogance that you treat this issue with, makes this, at the least, unpleasant to read. Now, being fairly unversed in organic beauty, I will certainly not dispute your knowledge, but it seems quite petty that you ignore the fact that the majority of lip products are made of petroleum (which Burt’s Bees avoids) but attack their use of sodium borate (it irritates some people’s skin).

I have a PhD in Literature and I have published several highly acclaimed books, but I am able to read your blog and many others without criticizing what is usually rather atrocious prose. Perhaps you could be less critical of those who know less about the environment or who do less to improve it. You claim not to “push natural from a soap box” but you go on to catalog the facets of your healthy lifestyle and end with “In this world, this is the most I can do.”

I, in turn, would like to end with this: You can certainly do more.

[Anne-Marie]

I saw the same ad and was disappointed with it as well. It felt like a negative ad campaign rather than an authentic, legitimate comparative attempt at education.

[Andrea]

Michael Jackson White! lol Love it! I think I'll send that suggestion to Crayola! Have to use that line.

As for the rest, agree wholeheartedly! Corporate beauty pretending to be concerned about the consumer, but when you stretch the truth for a living, maybe you just start believing your own press.

No wonder no one has returned my email. Pretty sure this article won't entice them to call anytime soon, either. lol

AK

[Mattie]

This is a vivid example of how things can go wrong when a small company is bought by the big guys. I don't like Burt's Bees anymore. It has lost its charm and it looks fake.

I find the ad quite funny: they don't say their beeswax is bleached Michael Jackson white and that all the good qualities they mention are washed down the drain during the bleaching process. As a chemist, I dare to say, bleached beeswax is not that far from petrolatum.

Their beeswax has always been bleached, but I don't recall Mr. Burt or Ms. Quimby ever making a Natural Versus.

Disgusting. This is Corporate America, my friends!!

[Andrea]

AJ & Spirit,

First, AJ, thanks for the catch. The first edit was a bit off.

But about the campaign, manufacturers need to do what they do bes, which is make and sell product. The campaign doesn't entice me to shop at Burt's at all. If anything, it turns me off. Granted, Burt's is cheap and you can buy it just about EVERYWHERE, but they're on a mighty high horse.

I would love to interview Indursky without the marketing BS I'll be sure to get. I really wonder why they think this is the approach consumers want. I think they got some bad poll numbers. I'd actually like it if they created a line with a little more scent.

AK

[aj]

Okay, I think I get it. Yeah, the competition is about to kick in for the "green consumer." They don't seem content with welcoming people to the fold, so they are using scare tactics to have them run screaming to "natural" products.

It's similar to the proliferation of mass market mineral makeup lines. They are mostly the same or similar ingredients as traditional makeup, but now with the words natural and gentle attached. Brands like that have no respect for the consumers.

Answering your questions would probably not be in their best interest.

[SPIRIT DEMERSON]

I actually felt the SAME way when I first saw these ads. Even though I'm on "their side", the ads are villainizing "other" cosmetics companies for their use of chemical ingredients. It's too self-righteous. I liked the humble Burt's Bees image better. These ads don't use any compelling facts to make their point either so it almost seems like they've lowered themselves to the slimy marketing level you'd expect them to go against. More importantly, they need to be able to give us an idea of whether the shampoo is going to make our hair shinier, bouncier and softer AND be "green" and "natural", and focus less on what's in the rest of the shampoo out there.

[Andrea]

AJ,

You might have a point. My point in the first paragraph was to ATTEMPT (I think I failed) to clarify that I usually like to interview people in order to get first hand comments, instead of going by what I find through research.

The email 3 weeks ago was the third attempt to get an interview so I could offer a balanced view on their new campaign.

So, no argument, just me wondering what they were thinking when they decided to push this campaign.

[aj]

I feel as if I stepped into the middle of a heated argument here. Is there a back story? I haven't seen the ads anywhere, so I really don't know what's going on. Your lead makes it seem as if you are more angry that they didn't take you seriously than anything else.

I love your site, but this entry seems skewed.

[Critty]

Perhaps these are the sorts of changes we can expect from Burt's Bees since they were bought by Clorox.