Burt’s Bees
2019
Creative Direction: Carl Mazer
Senior Designer: Paul Badalamenti
Photography Direction: Julian Perpignano
Objective: Refresh the existing body lotion portfolio to align closer to the Brand Architecture refresh. Allow for the consumer to easily differentiate between the two categories, body and face care.
Positioning: Hand & Body Lotion is $2B category that focuses on basic moisturization for healthy skin. Consumers prioritize lotions that are fast-absorbing, non-greasy, and provide long-lasting moisture, and have a pleasant scent. Target consumers are looking for “healthy-skin” options, with trends around Sensitive skin solutions.
Photography: Tony Pearce
Woodcut Illustration: Kent Barton