Publications
Publications
- March 2007 (Revised March 2007)
- HBS Case Collection
Burt's Bees: Leaving the Hive
Abstract
Rapid growth is pushing Burt's Bees' natural personal care products into mass distribution channels, with products and brand elements that are less quirky, more commercial than they used to be. Indeed, CEO John Replogle believes that by focusing on efficacious, natural, and unique ingredients, and also by promoting earth-friendly production processes, Burt's Bees will impose superior product expectations and win over the mainstream personal care category. Can Burt's Bees become the "Starbucks of personal care" without distancing itself too much from the people, values, and narratives that have made the brand successful thus far?
Keywords
Growth Management; Consumer Behavior; Asset Pricing; Entrepreneurship; Distribution Channels; Product Development; Brands and Branding; Beauty and Cosmetics Industry; United States
Citation
Wathieu, Luc R., and Laura Winig. "Burt's Bees: Leaving the Hive." Harvard Business School Case 507-017, March 2007. (Revised March 2007.)