The lip balm category has fierce competition because of the similarities between brands, so our challenge was to help Burt's Bees stand out. Through research we found that our target market of female Millennial makeup users was interested in natural and organic products. So we decided to emphasize the natural ingredients in Burt's Bees with bold, colorful imagery with a short but effective tagline "Nature's Kiss." To make the product the hero, we centered the design on lips to inspire our target market to make Burt's Bees a staple in their everyday beauty routines.
We included a collaboration with Bumble, the dating app where women make the first move, because of the similar target audience and the perfect opportunity for some honeybee-themed connections. We recognized that beautiful lips are not only important for an everyday beauty routine, but also for making a great first impression on a date. Users can swipe right on the ads to receive a free sample of Burt's Bees lip balm.
Made at SMU
Creative: Sophie Vos, Zainab Noshahi
