NEW YORK — Millennial natural personal care brand Gud, a Burt’s Bees brand, has joined forces with pop singer/songwriter Carly Rae Jepsen. As the brand's first spokeswoman, Jepsen will appear in a multimedia marketing campaign debuting this spring.
The gud brand launched in 2012 and has 36 body and hair care products across five fragrance platforms.
To date, the brand's outreach efforts have focused on reaching its 20-something consumers through social media and on-pack QR codes. Its upcoming campaign will include print advertising in May issues of fashion, beauty, and lifestyle publications such as Glamour, Allure, and Cosmopolitan. It will also continue to leverage digital and social media, engaging Jepsen’s social community of "Jepsies."
"We're delighted to work with a rising star of such magnitude," stated Nick Vlahos, VP and GM of Burt's Bees. "Carly's vibrant spirit and genuine talent are inspirational to the gud consumer. She models a way of life reflective of gud's cheerful personality and real substance."
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