Research and Markets: Successes and Failures Case Study 2013: Güd from Burt's Bees

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Research and Markets ( has announced the addition of the "Successes and Failures Case Study: Güd from Burt's Bees" company profile to their offering.

Brands can significantly benefit from developing an in-depth understanding of the reasons for the success and failure of new product launches or marketing campaigns. This case study explores some of the strategic market positioning and marketing initiatives adopted by a personal care brand to cater to its target consumer base of generation-Y women.

Features and benefits

- Use the Consumer's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.

- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success.

- Obtain a broader appreciation of the consumer packaged goods industry by gaining insights from both within and outside of your sector.


The light-hearted and playful marketing tone used in all the brand's marketing and social media activities was hugely successful in appealing to - and engaging with - its target consumer base. In keeping with this "youth-friendly" image, Güd also named Carly Rae Jepsen as a brand ambassador in February 2013.

Over two thirds (69%) of US women aged 18-24 say that using fragrances to smell nice is an important beauty issue, compared to older women (only 59% of US women aged 25-49 and 56% of US women aged 50 or more).

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Research and Markets
Laura Wood, Senior Manager.
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Fax (outside U.S.): +353-1-481-1716
Sector: Personal Care
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