Burt's Bees Brings Natural Beauty to CVS

Clorox Co.’s Burt’s Bees turned to CVS/pharmacy to gain account-specific support for the national launch of its new cosmetics collection.

The launch — which the brand says is its biggest to date — comprises liquid foundation, blush, mattifying powder, mascara, liner and eye shadow, along with 12 new shades of lipstick. Like the brand's existing lip and skin care products, all of the makeup is formulated without parabens, phthalates and synthetic fragrances, and was not tested on animals.

The items were first available on cvs.com starting Aug. 17. A supporting Facebook update linked to a brand showcase on cvs.com.

CVS then teased the in-store launch with a Sept. 10 circular feature that told consumers to “be prepared for something new.” A similar feature the following week directed them to find the products online or in select stores.

An Oct. 18 email sent to ExtraCare Beauty Club members highlighted select SKUs from the line and dangled a $2 coupon for the brand’s cosmetics. It also plugged a deal offering $5 in ExtraBucks rewards to loyalty cardholders who purchased $20 worth of product. An Oct. 15 circular feature also plugged the latter offer.

In select stores, the new cosmetic SKUs are stocked alongside existing lip products on a permanent custom endcap bearing a Burt’s Bees header. Signage on the display employs brand messages such as “I am Real” and “I am a Rebel” while touting the benefits of the line.

Burt’s Bees lip products continue to receive placement on a custom in-line display within the skin care aisle.

Over the last year, CVS has made an effort to introduce more environmentally friendly and non-toxic products to its stores, from Honest Co. baby products to Unilever's Seventh Generation cleaning supplies. It also has pledged to reformulate its private labels to exclude parabens, phthalates and formaldehyde donors by 2019.