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Natural beauty brand Güd has joined forces with pop singer/songwriter Carly Rae Jepsen. As the brand's first spokeswoman, Jepsen will appear in a multimedia marketing campaign debuting this spring. Created by Burt's Bees, the Güd brand launched in 2012 with 36 body and hair care products across five fragrance platforms that offer a fresh, youthful, fragrance-forward approach to natural personal care intended to invite younger women into the category.
The Güd brand challenges conventional beauty norms with its belief that being happy makes women beautiful, not the other way around. When the Güd team was searching for the embodiment of the brand, Jepsen was an obvious choice. Her high energy, sing-along sound, self-described as "flower-child pop," is a perfect match for the Güd brand's mash up of indulgent fragrances and natural formulas.
"Being eco-conscious is so important. I love that güd has figured out a way to reach young women with natural products that are also fun and smell amazing," stated Jepsen. "I also really connect with the positive spirit of the brand—it's how I live my life every day."
To date, the brand's outreach efforts have focused on reaching its 20-something consumer through social media and on-pack QR codes. Its upcoming campaign will include print advertising in May issues of leading fashion, beaut, and lifestyle publications such as Glamour, Allure and Cosmopolitan. It will also continue to leverage digital and social media, engaging Jepsen’s strong social community of "Jepsies."
"We're delighted to work with a rising star of such magnitude," said Nick Vlahos, vice president and general manager of the Burt's Bees business. "Carly's vibrant spirit and genuine talent are inspirational to the Güd consumer. She models a way of life reflective of Güd's cheerful personality and real substance."