Burt’s Bees Saves Your Favourite Shows from Showing Up on Your Face

Did you know that what you watch can actually affect your skin? Research shows that watching Action films can spike your cortisol, which causes skin to be more sensitive, while Comedy fans may be more prone to laugh lines, and Drama lovers may experience more puffiness from crying. With each popular genre, comes a unique skin issue that Burt's Bees new ‘Screencare’ seeks to solve, naturally.

Inspired by Prime Video’s top genres, Screencare sets are made up of Burt’s Bees best-selling natural products to alleviate the skin sensitivities that fans of each genre could experience. “We created The Romance Lover Set, The Horrorphile Set, The Drama Seeker Set, The Action Fan Set, The True Crime Binger Set and The Comedy Fan Sets and collaborated with Amazon Ads Brand Innovation Lab to reach the right audiences,” said FCB associate creative director, Sara Radovanovich. 

Burt’s Bees worked with Amazon Ads to deliver the campaign across Amazon, reaching movie and TV show lovers at every relevant touch point.

“Burt’s Bees is one of Canada's most popular natural Lip Care brands, but even its most loyal users don't know they offer natural skincare beyond lip care. In a category with high consumer demand, we needed to find a way to get Burt’s Bees on the radar of skin care shoppers and incentivise them to add it to their basket,” said associate creative director, Sally Fung. 

The sets are available on the Burt’s Bees Amazon store, with relevant sets also being sent to TV and movie review influencers on TikTok and Meta as part of an influencer promotional campaign. 

“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 marketing director for Burt’s Bees, Cyril Urbano.

The new campaign went live on June 3rd and will be available throughout the summer, when more new shows premiere. 

The campaign consists of ads on Fire TV, the Amazon store, IMDb, as well as pre-roll and social media across all key markets. The campaign will also include extensions in Meta and TikTok all stemming from the platform and idea, using movie and TV influencers to promote the sets. 

The marketing campaign, which spans Online Video and social, was developed by the Burt’s Bees marketing team under the leadership of VP of marketing, Chris Budinszky and Burt’s Bees marketing director, Cyril Urbano. 

FCB Canada handled creative, with Devon on PR, OMD on media buying.