Burt's Bees gets aggressive on ingredient advertising
Burt's Bees, which has recently been bought by Clorox, has a new advertising campaign coming out this month. The campaign is called "Natural Vs." and will aim to educate consumers on what a natural product really is.According to the company, as reported in WWD, consumers can be confused by products that have packaging that says "natural" yet may contain not-so-natural ingredients.
The ads will spell out specific ingredients that consumers should be ware of including dmdm hydantoin, "a preservative that can release formaldehyde and petrolatum, "a nonrenewable hydrocarbon made from crude oil, sometimes used to stop corrosion on car batteries." Ouch.
Specific competitors and products will not be named.
Sounds aggressive, but that's business. On the plus side, the more consumers can understand what they are buying, even if it takes a for-profit ad campaign to do it, the better.
[Via Ecopreneurist]
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