BEAUTY CARE

Burt’s Bees aims to pioneer the next generation of natural with new Güd line

BY Antoinette Alexander

NEW YORK — Burt’s Bees, a maker of natural personal care products, has developed a new collection, dubbed “Güd,” that is reimagined for the millennial generation.

After discovering that the current natural landscape alienates many potential consumers — too pricey, too “crunchy,” not sensorial — Burt’s Bees sought to create a fragrance-forward, fun and irreverent approach natural personal care. Enter Güd, a bright, happy, expertly fragranced personal care collection free of parabens, phthalates, petrochemicals and sodium lauryl sulfate, and never tested on animals.

The collection includes hair care, body care and hand care in three fragrance variants — Orange Petalooza, Floral Cherrynova and Vanilla Flame — as well as one Target exclusive, Pearanormal Activity. Distributed in the same channels as Burt’s Bees, the collection aims to offer a modern, playful take on natural.

The brand trades the standard “earthy” aesthetic associated with natural for a more contemporary, vibrant feel designed to speak to consumers who may be priced out of natural or haven’t found a point of entry into the category, the company stated. With 97% natural ingredients and accessible price points, the collection offers the benefits of truly natural ingredients with the sensory appeal and modern sensibility of a specialty collection.

The brand’s philosophy — that being happy makes women beautiful, not the other way around — is evident in the modern, joyful appeal of the collection, from the smile built into the brand name to the brand’s social media presence and use of QR codes.

The Güd collection became available on shelf at select national food, drug and mass retailers, including Target, CVS and Walgreens, and on Gudhappens.com in January 2012. The prices range from $4.99 to $11.99.

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Suave for Men partners with football star Clay Matthews in ‘Hair Like Clay’ promotion

BY Antoinette Alexander

ENGLEWOOD CLIFFS, N.J. — Suave for Men has teamed up with pro football star Clay Matthews to launch the Suave Hair Like Clay promotion, giving fans the chance to hang with the linebacker this offseason.

This year marks the second year of the Suave for Men partnership with Matthews.

Now through Feb. 15, fans have the opportunity to show off their best hair style mimicking Matthew’s — either with their real hair or sporting a Clay-like wig — by posting their photos to @SuaveMen on Twitter and including the hashtag #hairlikeclay. One fan who shows how they have Hair Like Clay will win a trip this offseason to hang out with him thanks to Suave for Men.

"All men can’t have football greatness like Clay, but they can have hair greatness with Suave for Men," stated David Rubin, Unilever marketing director of Hair, U.S. "Clay is a great fit for our Suave Men’s line, and with #hairlikeclay, we’re giving fans the opportunity to show off their hair greatness for the exciting opportunity to meet Clay in person."

The Hair Like Clay promotion comes on the heels of a one-year extension of Matthews’ agreement with Suave for Men where he will continue to encourage men to use a men’s shampoo in brand marketing activities throughout the year. In 2011, Suave for Men partnered Matthews with his younger brother, Casey Matthews, to showcase their brotherly rivalry in the "Matthews vs. Matthews" video series on YouTube.

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Tom’s of Maine develops new Naturally Dry antiperspirant line

BY Antoinette Alexander

KENNEBUNK, Maine — Tom’s of Maine, a maker of natural personal care products, has introduced its new Naturally Dry antiperspirant line, which is positioned as the first antiperspirant stick made entirely with sustainably sourced ingredients derived from plant and mineral sources, and without artificial fragrances, preservatives and silicones.

Tom’s of Maine new Naturally Dry performs to the same Food and Drug Administration standards for wetness protection required for all underarm antiperspirant products. This 24-hour odor protection formula also contains olive leaf extract and natural fragrance. Naturally Dry antiperspirant is available in both unscented and Natural Powder scent and is 100% recyclable from canister to cap, through the Gimme 5 recycling program.

"Feeling fresh and dry is critical to our sense of confidence every day, so we spent years developing a formula that delivers the same wetness protection as conventional brands but made entirely of ingredients derived from plants and mineral sources," stated Peter Bright, marketing director at Tom’s of Maine. "Some antiperspirants may feature only one or two natural ingredients so it’s important to read the label. After years of development and testing, we feel women can finally make a change for good with Naturally Dry antiperspirant."

Tom’s of Maine gives 10% of its profits from all of its products to charitable organizations that support human and environmental goodness.

Tom’s of Maine Naturally Dry antiperspirant is available nationwide starting in February 2012 at a suggested retail price of $4.79.

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