Dive Brief:

• Burt’s Bees, a brand known for its lip care products, is looking to drive awareness for its broader line of skincare items with the launch of “Screencare” sets, custom product sets inspired by Amazon Prime Video’s top genres, per details shared with Marketing Dive. 
• The Canada-focused effort is based on the insight that what you watch can impact your skin. Custom Screencare sets nod to genres including action, comedy, drama, romance, horror and true crime and will be sold on Burt’s Bees’ Amazon store. 
• Burt’s Bees worked with the Amazon Ads Brand Innovation Lab to strategically deliver the campaign across Amazon. The digital campaign went live June 3 and additionally includes ads on Fire TV, IMDb and social media along with influencer extensions. 

Dive Insight:

Burt’s Bees is hoping to drive awareness for its lip care products with its Screencare sets, a move inspired by insights indicating that what you watch can impact your skin. For instance, research shows that watching action films can spike cortisol levels, which can lead to sensitive skin, per release details. The campaign tapping into popular genres has already shown signs of paying off, with Burt’s Bees reporting a 53% uptick in sales since the effort went live. 

“Burt’s Bees is using natural skincare solutions to solve a natural problem — that our everyday emotions are affecting our skin. And doing it in a way that speaks to a wide audience while also feeling bespoke and catered to them” said Cyril Urbano, marketing director for Burt’s Bees, in a press statement.

The Screencare sets include Burt’s Bees’ best-selling natural products and will be sold on the brand’s Amazon store. Inspired by Prime Video’s top genres, the custom sets include The Romance Lover Set, The Horrorphile Set, The Drama Seeker Set, The Action Fan Set, The True Crime Binger Set and The Comedy Fan Set.

The accompanying digital campaign, which spans online video and social and will be available throughout the summer, was strategized in collaboration with Amazon Ads to deliver the effort across Amazon and reach movie and TV show lovers at relevant touchpoints. The campaign consists of ads on Fire TV, a video streaming device owned by Amazon, the Amazon store, IMDb and pre-roll and social media across key markets. The effort also includes extensions across Meta and TikTok to use movie and TV influencers to promote the sets. 

The partnership with Amazon presents Burt’s Bees with an opportunity to connect with consumers in a more natural, organic way. The campaign was developed by Burt’s Bees’ marketing team while FCB Canada handled creative. Additional support came from OMD, which handled media buying, and Devon, which handled PR.