BU RT’S BEE S The Greater Good
For You and the environment.
BURT’S BEES
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Reader’s Manual 04 06 12
Intro Editor’s Letter Comments
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Opinion
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Market
Joy Tan, Marketing Executive at F&N
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Opinion
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User’s Choice
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Identity and Logo
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Online to Offline (O2O)
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Products
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Collaborations
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Brand Story
Brendan Goh, Founder of Musubi Studios
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Editor’s Letter
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For this issue of the brand booklet,we are taking a closer look into Burt’s Bees. Most people receive Burt’s Bees best selling lip balms as a gift or have it as a must-have necessity. Burt’s Shavitz the past founder started up this business with Roxanne Quimbly purely using the leftovers from Burt’s Beehives to make a profit, but along the way it has become more than just a profit making business but it inspires to be a brand that is known for it’s sustaina bility efforts. Burt is a nature lover and believes live is to be led simply as part of Creation. Now, we want to dive deeper into the brand to convey the brand’s believes and integrate it to people. Burt’s Bees want to connect with consumers and nature and be a link to our consumers and nature. To inspire everyday living to the fullest.
Chng Caryn
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By Yours truly, The Sincere Nature worker.
A Founder’s promise A Founder’s promise
Burt’s Bees on Facebook Burt’s Bees on Facebook
Mary ************ *****
Mary ************Cheryl ***** ***** ******
Cheryl **
gotten a couple of recently got “I've “I just tried your “I've new recently foundation “I just tried your new foundation samples of Burt's and Bees night cream. of Burt' samples makeup - Love it! Great coverage makeup - Love it! Great coverage and I'm not one take great care myone to ta I'mofnot on easy. I have a lot of to uneven goes on easy. I have a lot ofgoes uneven skin. On and a whim, skin. On a whim, (sun damage) haveI washed and coloration (sun damage) andcoloration have scrubbed and then used thescrubbed sample. and th always been concerned about putting always been concerned about putting My on skinmy feels silk. I've never felt feels like My skin all those facelike with all those chemicals on my face with chemicals likeI this ever. I'm a little like this before, e other can before, wear this other brands. Now I can wear thisbrands. Now excited. little freakedexcited. out. I'mAlso, a l every day and not worry.Also, I loveayour every day and not worry. I love your looking forward to trying more of forward t looking lipsticks too. Thanks Burts Bees.” lipsticks too. Thanks Burts Bees.” these products.” these products.”
Melissa ********
Melissa ********
Megan ****
Megan
Burt's Bees facial oil today instead “Tried Burt's Bees facial oil “Tried today instead “Hair so big because it's full“Hair of so big be of my really usual moisturizer! It smells really of my usual moisturizer! It smells secrets + a Mona Lisa smilesecrets + a Mo good!sizeI rubbed about a nickel size good! I rubbed about a nickel Misted Plum Tinted Lip Oil Misted Plum drop(including all over my face and neck (including drop all over my face and neck by Burt's Bees by Burt's Bees.” lips) Imy lips) my skin feels very smooth. feelskin likefeels very smooth. I feel like it actually went into my pores and condiit actually went into my pores and conditionedbe my face. Hmmmm I might be tioned my face. Hmmmm I might Ann *** Ann ******** making a switch ” making a switch ”
Andrea ********
Andrea ********
“Newest. Obsession. “Newest. Obsession. Burt's Bees! All of it! Burt's Bees! All of it! I'veI am found I've found some lip gloss and ALLsome IN. lip gloss and I am ALL IN. Seriously! This stuff is so quick and easy.. Seriously! This stuff is so quick and easy.. and it tastes amazing!!!!! Lol!and it tastes amazing!!!!! Lol! of different Lots of different shades. I'mLots totally hooked. shades. I'm totally hooked. I'm not5 into taking more than like 5 seconds I'm not into taking more than like seconds get ready.. to get ready.. so this works to perfect for me!so this works perfect for me! You can itfind and your I love it all!” You can find it anywhere, and I love all!”it anywhere, “Bailey loves you “Bailey loves doggie shampoo”
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Burt’s Bees on Instagram Burt’s Bees on Instagram
ch******* pi****
올리브영에서 크림 하나 Llego llenito y se va 사고 사은품 받음 립밤은 vacío. Mi favorito de 랜덤으로 주는데 nueva línea nurish젤la좋아하는 페퍼민트 향 향 ment받아서 de @burts나는거 기분 bees_chile #burtsbees #버츠비 Bought a cream at Olive ve It arrived full, now it’s and received a gift Young going to be empty. gift and gave anew random om Mythey favourite line Feels great to have have lipbalm. of nourishment from received my favourite @burtsbees_chile peppermint #burtsbeesflavour. #BurtsBees
나 은
an 爺
mi***_* av****_**********
#blushaddict #ultahaul #burtsbees #VanillaBean #ultabeauty #香草 #護唇膏 #蜜蜂爺爺
pi**** ka*********
ka*********
#throwback to that timellenito a bunch Llego y seofvathese wonderful lippies vacío. Mi favorito defrom la @burtsbees nueva línea landed nurish- on my desk. Sunset ment de @burts- Cruise is the perfect coral-nude bees_chile #burtsbees and the formula is legit. It arrived full, now it’s going to be empty. My favourite new line of nourishment from @burtsbees_chile #burtsbees
av****_********** na****_*_**
#blushaddict #burtsbees #ultahaul #ultabeauty
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#throwback to that time a bunch of these wonderful lippies from @burtsbees landed on my desk. Sunset Cruise is the perfect coral-nude and the formula is legit.
na****_*_**
#burtsbees
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Opinion Joy Tan Marketing Executive of F&N
Tell me about the cosmetic products you use. Innisfree and Laneige, Nars, Burt’s Bees, Sugar and then aesop, Lócitane these are the main ones. Where do you find information about beauty brands and products? Shopping malls when I do my shopping, I don’t read beauty blogs, follow influencers neither do I read magazines. Also through Facebook ads, when you’re surfing the net and when it pop up, but I will forget about it when I don’t actually touch and feel the product and try it on. I learn about new products also through friends’ recommendation because they are the best testimony for me, and also important to just try out the product to know if they’re suitable for you. What do you look for in a cosmetic product? As original as possible, as organic as possible, as long as it doesn’t cause allergy to my skin and if it’s well acquaint and absorb well for my skin. Combination skin, so some areas will be too dried up and other area too greasy, some products will widen my pores which makes my skin coarser instead of soften it.
“It is important to just try out the products yourself to know if they would be suitable for you or not.”
What are your favourite brands? Innisfree and aesop, for aesop I like the parsley range, skin exfoliator and also the toner, hand moisturiser and also the fragrance I’m using for aesop. What do beauty products mean to you? It’s supposed to be a puzzle to replace some of my skin deficit, my knowledge if I lead a healthy lifestyle I won’t require it, but I’m in a stressful society my health will be affected, stress inducers, stress, outdoor pollutants will speed up my aging, so beauty products should be as close as nature as possible, to help to replenish my lost, to repair instead of damaging the current bad status of my skin.
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When did you first find out about Burt’s Bees? When I was travelling in transit through the airport, I had ample time and explore some of the duty free make up section, and I’m heading to a colder country so I decided to just pick up the lips moisturizer, the lip healing salve, it was really effective for me as I have really bad chapped and dry lips so it helps to keep my lips constantly moisturized! What made you first grab Burt’s Bees? Price competitiveness, then there’s the part whereby the product itself have all the things that I want in the lip balm, the moisturizing effect, the lip tint effect to give it colour and also the glitter gloss, so lots of function in one. Subsequently when I lost that and my lips was hurting badly and I bought it in Watsons in Thailand it has the menthol feeling so it soothes my skin. I had the salve packaging lip balm, it feels vintage and have bits of medical look so I feel it’s more trust-worthy compared to those cute-ish brands. What was your first impression of the brand? No gimmicks, honest, friendly easy to accept, a brand that doesn’t tries too hard. You get what you buy. No frills packaging. What did you like most about it? The consistency in the brand direction. The colour scheme that it has is very natural looking. And we are invaded by too many unnatural stuff so this attracts me, the botanical looking of the bees. Very apothecary, get it to get it treated.
Is there anything else that you dislike about using the products? The availability in Singapore, because apart from Sephora I couldn’t get it anywhere else, I couldn’t get it online, and it doesn’t have the customer experience, if I have not chanced upon the product I wouldn’t know it existed. If I’m not the exploratory kind, i wouldn’t even find it. If you can personify Burt’s Bees, what would that person be like? Farmer, botanical farmers or gardeners, which shows that it is an honest job, it will not come all out to scam your money.
What other brands do you feel would fit it? L’Óccitane, Neal’s yard and Aesop, in terms of the ingredient and value.
Market
Market
Natural Skincare products are on a rise Natural Skincare products are on a rise recently because more people are trying recently because more people are trying live the healthier lifestyle, the credibili to live the healthier lifestyle, to the credibility of important the all-natural brand is also importan of the all-natural brand is also many consumers to build a trustable to many consumers to build to a trustable brand. brand.
Neal’s Yard Neal’s Yard Remedies
British brand of organicBritish naturalbrand o health and be health and beauty products. Founded in 19 Founded in 1981 in Convent garden England. Knowngarden initiallyEnglan for their Herb remedies for andtheir Herb essential oils made fromessential natural oils m ingredients. W ingredients. Works on sustaina bility design u bility design uses most of their homegrown p homegrown plants as ingredi ents to use. ents to use.
L’Óccitane
L’Óccitane
Founded in 1976, by Olivier Founded in 1976, by Olivier Baussan with the purpose of Baussan with the purpose of celebrating and preserving celebrating and preserving traditions traditions of the Provence. It’s a of the Provence. It’s a French skincare brand known French skincare brand known for using for using steam distillations and steam distillations and creating creating essential oils through it,essential oils through it, up till today they still preserve up till today they still preserve the same practices towards the same practices towards natural beauty care creating natural beauty creating care products. products.
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isfree
Aesop
Aesop
Under Brazilian company Under Brazilian company Natura, Natura, founded in 1987, have afounded in 1987, have a modern approach to prestige modern approach to prestige packaging. Is distinct and packaging. Is distinct and known for their overall brand known for their overall brand design design of bottles, spatial, eventsof bottles, spatial, events and communication through and communication through modern minimalist design of modern minimalist design of iconic brown bottles “lab” the iconic brown bottlesthe “lab” bottles. bottles.
Innisfree
Founded in 2000 in South 00 in South wn to beKorea, Korea’sit is known to be Korea’s first all natural brand. Though brand. Though the brand was not recognised not recognised initially the vague brand due to the vague brand meaning but now they are ow they are known to consist o premium st o premium natural ent brand that ingredient brand that extracts naturals from JEJU s from JEJU Island.
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This interviewee used to study material science and is confident and trusts in Burt’s Bees brand of being a natural skincare product, He is also a frequent user of beauty products as it helps him to be throughly kempt.
Brendan Goh Founder of Musubi Studios
Tell me about the cosmetic products you use. I use Aesop, Elizabeth Arden and Burts Bees and Khiels and no brand ones also. Aesop: After shave, hand cream. Elizabeth: Intense Moisturizer & Sunblock for Face (Usually when overseas). Burts Bees: Intense night moisturizer, mask. Kiehls: Toner, Clay Mask. Differin / Bodyshop: Tea Tree Oil for pimples Truefitt and Hill: Pre-shave oil / Aftershave What are your favourite brands? Burts, Elizabeth, Aesop, Truefitt, Kiehl’s the ones that I’ve used and am confident in. What do beauty products mean to you? Nothing that special, just great for skin com fort. Like, it sucks when you shave and don’t have a good aftershave cream, I'm hairy and also feels bad with dry skin What do you look for in a cosmetic product? Ingredients that I can understand why they are there. I'm a materials scientist by education so if there are things that are beyond me, then I won't buy. Hence why I like Burt's Bees. Easy, clean and natural.
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When did you first find out about Burt’s Bees? Years ago, think it was through a friend but also I’ve read up a lot of reviews about it, hence I bought it. Did you know it’s an American brand? Yes, I think they are quite vocal about it. If you can personify Burt’s Bees, what would that person be like?
“That friend who lights candles for you when you are stressed and makes a great cup of tea/coffee.” What other brands do you think fits in with Burt’s Bees? Aesop for sure. Lush. Muji. In terms of straightfoward, no-pretense branding.
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USER’S CHOICE
Je A Kim
Online Content Creator
Long office hours at the studios tend to make my lips dry more often. When I meet my clients, I want to look my best always. Because I tend to get very pale easily due to my fair complexion. When it comes to lip balm, Burt’s Bees is always on my mind. My daily lip products also differ most of the days, ranging from lip balms, lip shine to even lipsticks. which sometimes could dry up your lips faster especially liquid ones. I love to use products that are as natural as possible. On my lazy days where I don’t feel like putting on make up or wanna opt for natural look, Burt’s Bees tinted lip balm is always my choice to go. It’s easy to apply and the shade is natural and enhances some colour on my lips,not bold but sufficient, just right for my casual look to work. I always have it in my bag.
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Sourcing onlyfor theyou. best quality for Sourcing only the best quality
“The Livelihood of out “The community Livelihooddepends of out community on both depends farming and beekeeper, farming we have andraised beekeeper, up generations we have raised up gen and generations of beekeepers and generations in ourof community. beekeepersWe in our commu inherit it from our parents inheritthen it from we pass our parents it downthen to our we pass it do children.” children.”
Marshaka Matembele Marshaka Matembele
Beekeeper from Uyowa, Tanzania Beekeeper | from Uyowa, Tanzania | One of Burt’s Bees community One sourcing of Burt’s partners Bees community sourcing partners
Having been a beekeeper Having for been 23 years, a beekeeper owning afor totally 23 years, of 230 owning a traditional hives and 70 traditional modern hives. hives and 70 modern hives.
The hives are placed at The a reserve hives are farplaced away from at a reserve from activities far away from f that causes pollution like thatfarming. causes pollution He cycleslike 25miles farming. to check He cycles 25m and maintain the hives and at Moyowosi-kigosi maintain the hives game at Moyowosi-kigosi reserve. They gam will check the beehives will 3 times check athe year. beehives 3 times a year.
First visit of the year isFirst in March visit of where the year theyischeck in March for the where they chec environment, then in June environment, they come then forin the June harvest they and come the for the ha third visit is for secondthird harvest visitthat is forwill second take place harvest from thateither will take pla from September to October. from September to October.
ant to continue Burt’s Bees support want to small continue communities support small communities onnect directly like this,totothe connect land and directly people to who the land and people who hese natural produce source all these that makes natural Burt’s source Bees that makes Burt’s Bees so special.
an just taking It is more fromthan nature justbut taking in turn, from nature but in turn, ive backwe to the hope small to give communities back to the small communities onsumers. and to our consumers.
The Process Beewaxs sourced from East Africa, Farmers harvest the honey combs then it gets melted and filtered till it gets colourless. Farmers then pour the clear wax into large square mold for shipment.
The wax is then sent to New Jersey one of Burt’s Bees distributors to get filtered out till it’s pure then put in a machine that pelletize it. In the lip balm, beewax is used as a moisturizer, emulsifier and thickening agent, and provides benefits that other moisturizer and emulsifier don’t. It created a breathable barrier and actively moisturizes lips.
The other ingredients gets pre-weighed by batch and follows a standard procedure that any home recipe will have.
“It’s just like any other kitchen just that we do it in bigger batch.”
Recipe then gets put into three different tanks to be mixed and melted together. The tanks can hold up to 500kilograms in total, but production is kept to be smaller in order to keep the freshness of ingredients being mixed.
Other ingredients includes: Canola oils; Rosemary extract, and peppermint oil. Innards: coconut, sunflower seed, soybean,
When everything is being mixed together.
Tanks down is theninto being melted down into smo Tanks is then being melted smooth liquid, it takes two hours from start to finish. it takes two hours from start to finish.
only makes atwo to three batches The Plant only makes The two Plant to three batches day, onelip tank can in fillthis 100,000 balms in this sm one tank can fill 100,000 balms smalllip batch.
The empty tubes thenThe go empty through th through the filler machine.
The balm then goes The balm then goes through a series of two through a series of two heating and cooling heating and cooling unit to prevent them unit to prevent them from cracking as they from cracking as they harden. harden.
“This double process“This double process allows the most uni- allows the most uniform stick” form stick”
Once cooled, the capper machine Once cooled, the capper machine will cap all the balms.will cap all the balms.
Back to the roots,
Not apart from, but a part of Nature.
Main logo
Main logo
The logo of 3 honeycombs represents The logo the 3ofgreater 3 honeycombs good of Burt’s represents Bees the value. 3 greater go
Usage and Variation Usage and Variation
The identity must always have a minimum The identity must always have a minimum space of 5mm around the area. space of 5mm around the area.
Colours
Colours PMS 173 C R196, G79, B39 C17,M82, Y100, K6 Hex #C44F27
PMS 173 CPMS WHITE R196, G79, R255, B39 G255, B255 C0, M0, C17,M82, Y100, K6 Y0, K0 Hex #FFFFFF Hex #C44F27
PMS WH R255, G2 C0, M0, Y Hex #FFF
PMS 7563 C R215,G148,B51 C15,M44, Y94, K1 Hex #D79433
Cool Gray 8 C PMS 7563 PMS C R215,G148,R134, B51 G134,B134 C49,K1 M41,Y41,K5 C15,M44, Y94, Hex #868686 Hex #D79433
PMS Coo R134,G13 C49, M41 Hex #868
PMS 7409 C R238, G181,B31 C6, M29, Y99, K0 Hex #EEB51F
7540 C PMS 7409 PMS C R73, R238, G181, B31G72, B72 C66,K0 M59, Y58, K40 C6, M29, Y99, Hex #494848 Hex #EEB51F
PMS 754 R73, G72 C66, M59 Hex #494
Headline Typeface
Body Typeface Headline Typeface
Body Typeface
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz 0123456789
ABCDEFGHIJKLM ABCDEFGHIJKLM NOPQRSTUVWXYZ NOPQRSTUVWXYZ abcdefghijklmnop abcdefghijklmnop qrstuvwxyz qrstuvwxyz 0123456789 0123456789
ABCDEFGHIJKLM ABCDEFGHIJKLM NOPQRSTUVWXYZ NOPQRSTUVWXYZ abcdefghijklmnop abcdefghijklmnop qrstuvwxyz qrstuvwxyz 0123456789 0123456789
Born Regular
Monteserrat Born Regular Regular
Monteserrat Monteserrat Medium Regular
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on
Brand Extension
iation Usage and Variation
ways have a The identity must always have a mm around minimum space of 5mm around the area.
olours as it Beeing consists of 6 colours as it nt skin represents the different skin colours of people.
Colours
568 C 90, B61 59, Y77, K28 7F5A3D
PMS 7568 PMS C 7509 C R127,G90, R213, B61 G157,B98 C40, M59, Y77, C16,M40, K28 Y69, K0 Hex #7F5A3D Hex #D59D62
PMS 7509 C R213,G157,B98 C16,M40, Y69, K0 Hex #D59D62
525 C G116,B73 52, Y78, K13 A07449
PMS 7525 PMS C 7508 C R160, G116, R232, B73 G193,B137 C32, M52, Y78, C9, M23, K13 Y51,K0 Hex #A07449 Hex #E8C189
PMS 7508 C R232, G193,B137 C9, M23, Y51,K0 Hex #E8C189
409 C G181,B31 9, Y99, K0 EEB51F
PMS 7409 PMS C 475 C R238, G181, R243, B31 G203, B165 C6, M29, Y99, C3, K0 M21,Y36, K0 Hex #EEB51F Hex #F3CBA5
PMS 475 C R243, G203, B165 C3, M21,Y36, K0 Hex #F3CBA5
PMS WHITE PMS BLACK R255, G255, B255 R0, G0, B0 C0, M0, Y0,C75, K0 M68, Y67, K90 Hex #FFFFFF Hex #000000
PMS BLACK R0, G0, B0 C75, M68, Y67, K90 Hex #000000
WHITE G255, B255 , Y0, K0 FFFFF
Adapting moretone. neutral colours, brings an earthy tone. more neutral colours, brand brings with an earthy
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Going from Online to Offline. Beeing aims to be a brand that seeks not just for the welfare of the environment, but most importantly wants to foster relationships, this will be our focus for Beeing. We want to connect to people. And, we mean it.
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Beeing by Burt’s Bees is a spatial experience for consumers to visit to seek solace and to take it slow from the hectic everyday life, a short get-away connecting you to the nature. Featuring Burt’s Bees premium/ limited-edition goods in their store that can’t be bought elsewhere. We hope to provide a space where people can be truly themselves, to find genuine and authenticity in our environment. Just nature as it is, natural. Live by Beeing.
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Walkway Walkway
Inner Space Inner Space
Lighting &Li Shelves Sh
erb Remedies Herb Remedies
Products All Natural Beewax Candle Sold Exclusively only at Beeing. Besides health benefits from Beewax candles, after it burns out you can use the jar to plant given seasonal herbs seed (it’s complimentary!)
Burt’s Bees Beewax Lip Balm The new lip balm design enables you to fix them in place to gain a neat feel and to compact it together. Don’t worry about losing it or messy table.
Burt’s Bees Tinted Lip Shine Quick application through squeezing.
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Products
Royalty Collection (Limited Edition)
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Collaboration
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Into the Woods
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“I went to the woods because
I wished to live deliberately, to front only the essential facts of life, and see if I could not learn what it had to teach, and not, when I came to die, discover that I had not lived.� Henry David Thoreau
BRAND STORYBRAND STORY
Burt’s Bees first started Burt’s with Bees beewax first started candles with beewa to the current 100% to the natural current ingredients 100% natural brand.ingredi Burt’s Bees is Burt’s Burt’s Bees. Bees We is make Burt’s people’s Bees. We lives make p better - naturally. better Immerse - naturally. in natureImmerse in n we want to inspirewe people want to live inspire simple; people to live to walk through the to walk woods, through fall in love the woods, with the fall in lo sunset and see the sunset land is and everything. see the land is every To live by Beeing. To live by Beeing.
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Brand Brand Statement Statem
“Bridging and-the nature ng you and theyou nature BeeBee Beautiful, Bee Genuine, eautiful, Genuine, Bee You.” Bee You.”
BURT SHAVITZ “The Bee Man” 1935 - 2015
Live on his legacy
References
Magazines B Magazine B Magazine gives a fresh new perspective of brands and dive in deeper to consumer’s thoughts and lifestyle more than just a commodity level, it helps understand why and how people buy and sees brand. Elle Magazine Elle style, beauty and lifestyle guide.
Websites Burt’s Bees Youtube https://www.youtube.com/user/burtsbeesvideos Burt’s Bees Website http://www.burtsbees.com/ Photography (Various sources) http://www.pinterest.com/ http://www.google.com/ http://www.unsplash.com/ Personal Shot