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Burts Bees Calls On Carly Rae Jepsen

The brand hires a spokesperson for gud, to attract millennials.

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By: Jamie Matusow

Editor-in-Chief

Pop singer/songwriter Carly Rae Jepsen, who had one of the most popular songs last summer, Call Me Maybe, has a new role in the beauty biz.

Jepsen will be the spokesperson for the new brand named gud, which was created in 2012 by Burt’s Bees to attract the millennial generation to natural personal care products. The brand includes 36 body and hair care products across five fragrance platforms.

Jepsen’s high energy, sing-along sound, self-described as flower-child pop, is a perfect match for gud, according to the brand, which has products with naems like Orange Petalooza.

“We’re delighted to work with a rising star of such magnitude,” said Nick Vlahos, vice president/generral manager, Burt’s Bees. “Carly’s vibrant spirit and genuine talent are inspirational to the gud consumer. She models a way of life reflective of gud’s cheerful personality and real substance.”

Jepsen stated: “Being eco-conscious is so important. I love that gud has figured out a way to reach young women with natural products that are also fun and smell amazing!”

The brand attracts twenty-something consumers by using social media and on-pack QR codes. Its upcoming campaign will include print advertising in May issues of leading fashion, beauty, and lifestyle publications such as Glamour, Allure, and Cosmopolitan. It will also continue to leverage digital and social media, engaging Carly’s strong social community ofJepsies.


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