Burt's Bees Situation Analysis, the Product and Creative Work Plan

Burt’s Bee’s is a company classified under the personal care industry. The personal care and beauty industry is one that is especially dependent on the customer. The consumer’s beauty and personal care regimen is always evolving. The consumer’s wants and needs change as they go through their life, have families, and age. The industry of personal care and beauty is in high demand right now and growing quickly, which means more people are coming into the market. This industry experiences constant growth. According to business.com, “the personal care and beauty industry produces over $50 billion”. The industry includes makeup, deodorant, nails, hair care, perfume, mouthwash, skin care and other products.

The United States is the leading country in producing consumer beauty and personal care products. This industry is an important contributor to the US economy. These items are everyday products that people will always need; things like soap, toothpaste, and hair care. With these types of products constantly in demand, this means the industry will always be growing and climbing as the population does.

The major trend in the beauty and personal care industry is going green and all natural ingredients. This new trend is opening up the industry to new consumers and new opportunities at growth. Health is the new trend. People expect their beauty products to be sensitive and safe just like their personal care products. That is why people are putting their money towards more expensive personal care beauty items. It is a specific market but it is one more and more people are starting to care about and get into. The ingredients and how the products affect the environment are a staple that consumers are looking for. This involves whether the product comes from recycled materials, its long-term sustainability, waste reduction or animal welfare. According to a study done by EuroMonitor.com, they found that “nearly 6 in 10 definitely prefer natural or botanical ingredients, even when it means forgoing lower prices”. These products make consumers trust the brand they buy from; they trust it to be non-irritating and sensitive with their skin.

Another trend in the industry is efficiency and products being multifunctional. People are busy and life only gets busier as we get older. That's why people want to shorten their beauty routine but still want the same effects. Products that are multifunctional are becoming more popular. Consumers want an all natural, anti-aging, cleansing and moisturizing product all in one. The products in this trend are growing in popularity with consumer. An example of that would be Burt’s Bees products and makeup having an SPF since consumers are aware of the effects of the sun. For efficiency, consumers want products that do what they promise but are still gentle on their skin and/or hair. This trend is also proving that people want chemicals to decline in their products and more effective and natural products to take over.

Burt's Bees is an American company that specializes in personal care products; they are best described as an Earth friendly, natural, cruelty-free company. They promote the importance of using natural products and provide a variety of options to their customers. Burt’s Bees started as a small business in Maine in 1984. At first it was just candles and then expanded to lip balms, lotions, and bath products. While building the company, Burt’s Bees made sure to raise awareness for the environment by making their products all natural. In 2007, Burt’s Bees was bought by Clorox and continues to work with all natural and organic ingredients.

The products we are going to be focusing on in our advertising campaign is Burt’s Bees beauty and personal care lines. The products range from lip balms, soaps, bath oils, skin care and makeup. The ingredients in most of their products are 99% natural and some are a full 100%. The brand is known for the high quality and success rate of their products, but the beauty line is fairly new and not many people are aware of it. Burt’s Bees has multiple skin care lines for different types of skin, like