Burt's Bees Naturals Positioning at Ultra
OPPORTUNITY: “Natural” as a category in cosmetics was (and still largely is) undefined in 2019 when Burt’s Bees tasked us with helping to elevate Naturals, and its place within it, at Ulta Beauty. This would allow Burt’s Bees to become a leader in the Naturals space and increase visibility of its products at Ulta and beyond.
ACTION: We created a Naturals platform—Natural at Ulta—and developed creative around it that included in-store experiences, social media posts, and website updates that was Burt’s Bees forward, helping the brand stand out among several other “natural” products.
RESULTS: Though Ulta was intrigued by the idea and pleased with our execution, we didn’t gain full traction with the retailer to fully implement the plan. However, Burt’s Bees naturals products remain at Ulta to this day.
My Role: Strategy + Copy
Art Directors: Laura Rodgers + Courtney Peterson
Shoppable Instagram posts
Reimagined in-store displays to make the category more shoppable.
Natural-forward in-store trial displays to help raise category awareness.
New natural category landing page at Ulta.com
In-store kiosk display that provides shoppers with an intimate experience to promote natural products.
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Role Strategy, Copy
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For Catapult Marketing
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Date 2019
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