Thu 1 Nov 2007
burt’s bees is being bought by bleach
// category: business, green
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How is that for an attempt at alliteration. Burt’s Bees, which is a natural personal care company (most famous for its chapped lips products) is being bought by Clorox Inc. for $950 million US.
Adage.com has some interesting insight into Clorox’s plans…
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Dovetailing with the Burt’s acquisition is the planned rollout later this year of Green Works by Clorox, billed as an environmentally friendly cleaning line that aims to tap growth that has been captured lately by independent brands such as Method and Seventh Generation. The latter has seen growth of 40% to around $100 million in sales during the past year, according to CEO Jeffrey Hollender.
Clorox also plans to grow the business globally, helping address one of its shortcomings: Only 15% of Clorox sales come from outside the U.S., compared with nearly 60% for P&G.
But the pairing of a natural-products brand with a consumer base won largely through environmentally focused retailers as Whole Foods could be a tough branding fit with a company known best for making chlorine bleach, said people familiar with Burt’s.
For those who thing Big Bleach is a corporate evil, see what the folks at Burt’s Bees have to say about who now owns the hive:
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As you’ve probably heard by now, we at Burt’s Bees are entering an exciting new chapter in our lives as a result of the recent sale of the company to The Clorox Company. It’s a great opportunity to help us better deliver against our mission of making truly natural personal products available to everyone, everywhere.
This new journey gives us the energy and the resources to do even more. Not only will we be able to accelerate our growth, but this will also help us to grow the natural personal care category in general, furthering our commitment to The Greater Good.
You can keep counting on Burt’s Bees in the ways you always have. We will always stay steadfast behind our values and commitment to making the best natural personal care products with the most environmentally sensitive packaging and nature-safe manufacturing processes. And, above all, we’ll continue on with our social mission to make people’s lives better every day, naturally.
It’s your desire to improve your well-being and the world around you that has given us the support to take this next step. We thank you and ask for your continued support so we can keep the Burt’s Bees hive buzzing.




