NEW YORK, Feb. 14, 2013 /PRNewswire/ -- Millennial natural personal care brand gud (g-u-d with an umlaut over the u) has joined forces with multi-platinum, GRAMMY® nominated pop singer/songwriter Carly Rae Jepsen. As the brand's first spokeswoman, Carly will appear in a multimedia marketing campaign debuting this spring.
Created by natural personal care pioneer, Burt's Bees, the gud brand launched in 2012. With thirty-six body and hair care products across five fragrance platforms, gud offers a fresh, youthful, fragrance-forward approach to natural personal care intended to invite younger women into the category.
gud challenges conventional beauty norms with its belief that being happy makes women beautiful, not the other way around. When gud was searching for the embodiment of the brand, Carly was an obvious choice. Her high energy, sing-along sound, self-described as "flower-child pop," is a perfect match for gud's mash-up of indulgent fragrances and natural* formulas with names like Orange Petalooza™ and Pearanormal Activity™.
"Being eco-conscious is so important. I love that gud has figured out a way to reach young women with natural products that are also fun and smell amazing!" stated Carly Rae Jepsen. "I also really connect with the positive spirit of the brand—it's how I live my life every day," she continued.
To date, the brand's outreach efforts have focused on reaching its twenty-something consumer through social media and on-pack QR codes. Its upcoming campaign will include print advertising in May issues of leading fashion, beauty, and lifestyle publications such as Glamour, Allure, and Cosmopolitan. It will also continue to leverage digital and social media, engaging Carly's strong social community of "Jepsies".
"We're delighted to work with a rising star of such magnitude," said Nick Vlahos, VP and General Manager, Burt's Bees. "Carly's vibrant spirit and genuine talent are inspirational to the gud consumer. She models a way of life reflective of gud's cheerful personality and real substance."
about gud™: From the imagination of Burt's Bees comes gud, a fresh and fragrant approach to natural beauty created for the millennial woman. Natural* formulas combine with indulgent experiences, because life shouldn't be a compromise between doing the right thing and having fun. The collection includes thirty-six SKUs spanning body and hair care across five scent experiences: Orange Petalooza™, Vanilla Flame™, Floral Cherrynova™, Pearanormal Activity™, and now Red Ruby Groovy™. Just like Burt's Bees® products, gud™ products are free of parabens, phthalates, petrochemicals and are never tested on animals. Packages are 25% postconsumer recycled. Find gud on Twitter @gudhappens, on www.facebook.com/gud or on www.gudhappens.com or at select grocery, drug and mass retailers.
*Made with approximately 97% natural ingredients
about Carly Rae Jepsen:
Canadian singer/songwriter and breakout pop sensation Carly Rae Jepsen has taken America by storm after bursting onto the scene in the US with her hit single "Call Me Maybe." Unforgettably catchy, the hit song which she co-wrote quickly rose to the No. 1 spot on the Billboard Hot 100 chart where it remained for nine consecutive weeks. Certified quintuple-platinum in Jepsen's native Canada the track is also an international sensation, climbing to No. 1 on the iTunes Singles charts in over 47 countries while the official video is rapidly approaching 400 million views on YouTube while the song has sold over 10 million singles worldwide to date. Follow up platinum single "Good Time," a duet with Owl City, climbed to No. 3 on the Pop Chart, while the video has racked up over 77 million YouTube views. Jepsen released her debut album Kiss on September 18th via 604 Records/Schoolboy Records/Interscope Records along with her latest single "This Kiss". Billboard recently named Jepsen it's "Rising Star" at the 2012 Billboard Women In Music Awards- and won the 2012 American Music Award for Best New Artist. Carly received two 2012 GRAMMY nominations for Best Pop Solo Performance and Song of the Year. This month Jepsen will release the video for her new single "Tonight I'm Getting Over You" and continue to tour as a special guest on Justin Bieber's headlining 'Believe' tour of North America and Europe.
CARLY RAE JEPSEN PRESS CONTACT
Interscope Geffen A&M