Burt’s Bees Lip Balm: Targeting and Segmentation

Social – Ecological trends: With a focus on sustainability, Burt’s Bees’ natural cosmetics goods are a very good advantage to stay in the market due to the fact that people are paying more attention on environmental friendly goods.

Lotion is something almost all of us use. It is as much a part of our daily routines as brushing our teeth. Most people don’t take into account the aesthetic value of the lotion bottle. They are just concerned about the product on the inside of the bottle but not what the bottle says about the product itself. Whether you realize it or not, the manufacturers of lotion bottles tell us a lot about the product by the shape, personality and the way it suggests how it wants to be used. My two subjects are a bottle of Jergens Ultra Healing lotion and Gold Bond Ultimate Men’s Lotion.

Burt’s Bees started out as a candle making company in 1984 and has grown into a recognized brand in the natural personal care products market. They entered the natural personal care products market in 1991 with the creation of their Beeswax Lip Balm, which is still their leading bestseller. They expanded their business in 1991 by moving to North Carolina where they are still headquartered today. In 1999, they began their global expansion. In 2006, they began distributing their products to drugstores and other retail centers to allow the mass market the ability to buy natural made products. Burt’s Bees has several environmental and sustainability projects, and continuously works with the Natural

Today, the average retail products include (but not limited to): prescriptions, food, cosmetics, toiletries, and tobacco products, but dominate in the pharmaceutical department that holds the highest profit. Chain drug stores currently possess the greatest market share in the industry when compared to independent stores and the majority are incorporated at 76% of all drug store firms.

That is, 50.90%. The second highest percentage falls under women that are aged 25 to 34, however this percentage is only 1 % less than the other. All in all, most women aged 14 and up purchase sun care products, however, the biggest contributors to the sales are the age groups mentioned above. Refer to table 11 below for the statistics.

The main function of the business to create a safe and natural company that the public is able to recognise as a brand that looks after the consumer. As a brand, we want to return the quality to the customer if they are trusting us to look after their bodies and needs. The statistics are alarming for all the nasty products placed in current beauty products: one in five of all beauty products contain chemicals linked to cancer, 80% contain ingredients that

The above data shows product growth categories for skincare. It is important to note that many of Redwin’s competitors do have products in Men’s skin care and in self tanning which are 2 of the fastest growing skin care categories in Australia.

In the case of both Burt’s Bees and Greenworks due to unawareness people are less willing to try them and tend to go towards traditional cleaners or completely natural homemade cleaners.

4. In view of the anticipated growth of the 50-plus market should Oil of Olay consider a new strategy for its face cream? Would it be wiser to develop a new brand, or can it successfully market the same product to the under and

Burt’s Bees started in 1984 by selling homemade candles made of beeswax at a crafts fairs, and various road shows around the world, after astonishing sales and excitement around the product the creator Roxanne Q. recognized that a small insect could motivate her to change the world and how we use and buy candles, lotions and lip balm. After making $300 selling candles of different shapes and sizes at just one fair, she immediately recognized she needed to expand her market because the demand for her products at these shows were so abundant. At the beginning, Burt’s Bees tested a variety of different skin care products to help people feel fresh and clean without paying a crazy amount of money, and finally got it right in 1992 with their

Burt’s Bees stared in Maine in 1984 as the artist Roxanne Quimby met a local beekeeper Burt Shavitz. Roxanne used wax from Burt’s beehives to create candles that help them earned $200 at their first craft fair, and they made $20,000 within the first year. Burt’s Bees increased their production after an NYC boutique in 1989, with a new manufacturing location, additional employees, and perfection of a recipe Roxanne found in a 19th century farmer’s journal, Burt’s Bees lip balm is created and becomes the company’s best seller until today.

In conclusion I found that by producing the product I was able to help several consumers with skin blemishing and aging problems. Many consumers continue to live with their skin unhealthy due to high costs of several different products. Now consumers are grateful to make a choice from a product that will have the same quality and effect but at a lower price in the market world.

IBIS World (2010). Cosmetic and Toiletry Retailing in Australia, Melbourne: Arna Richardson, Exporter Guild, Australian, Organic Market, P11(ix), April 2011

But just as Ben & Jerry’s has tried to stay true to its roots after being purchased by Unilever, Burt’s Bees is, by all accounts, still driven by its founding mission: “to create natural, Earth-friendly personal care products formulated to help you maximize your well-being and that of the world around you.” Only now, thanks to deep pockets and Clorox’s distribution machine, it might push the industry towards ‘all natural’ even faster.

Young girls are more concerned about acnes and blackheads while mature women are looking for anti-aging and anti-wrinkle products. Genders do affect the choice of skin care products. In the past, skin care products only belong to the girls’ world. Nevertheless, in recent years, men are increasingly becoming more and more concerned about skin care. With a view to this latest trend, various brands have started developing men’s line. Income level directly affects the purchasing power of customers. Skin care products take up a wide range of price levels from far less than a hundred dollars to more than a thousand. Young girls who do not have any income cannot afford the expensive skin care products while mature women with higher purchasing power focus more on quality and effectiveness. Occupations also determine the need for skin care products. Models and artists generally have a higher consciousness on skin care than people with less exposure to the public.