This week Burt’s Bees launched a new line called Gud targeted to Women 18-24. While their existing products are bought primarily by Gen X women who are avoiding parabens and worrying about the environment and their wrinkles, this new line will go in a totally different direction and focus on Gen Y’s desire for indulgent fragrances. (Mahoney, 2012)
They’re going to hedge their bets by keeping the Burt’s Bees name on the products, but with fragrances like Floral Cherrynova, it’s pretty clear that they are looking for younger consumers. While that certainly makes sense in terms of demographics, I can’t help wondering if such a departure from their core competency is a good idea.
What do you think? Are Women 18-24 totally focused on indulgence and products that appeal to their senses? Will the presence of the Burt’s Bees name hurt or help the new line to add Gen Y’s to their customer base? Will these new customers migrate to the basic product line as they age? Are you going to try Gud?
Mahoney, S. (2012, February 14). Burt’s Bees Launches Gud, Aimed At Gen Y. mediapost.com. Retrieved February 15, 2012, fromhttp://www.mediapost.com/publications/article/167720/burts-bees-launches-gud-aimed-at-gen-y.html?edition=43394