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Green online marketing campaign by Burt's Bees

The Fort Lauderdale office of Avenue A | Razorfish, an interactive marketing and digital service firm, launched The Greater Good micro site for Burt's Bees. The site is designed to educate consumers about buying natural products and, of course, promote the natural ingredients in Burt's Bees products.

Green marketing is increasing in all types of products, but it seems that Burt's Bees is taking it a step farther. They were already marketing natural products before most other companies got on the bandwagon. So now the company is campaigning that just because a company is using green marketing lingo, it doesn't mean it is as natural as a Burt's Bees product.

"As green marketing grows across corporate America, so does the confusion as to which products are really helping the environment," Diane Slater, vice president and Burt's Bees client partner at Avenue A | Razorfish, said in a released statement.

Does it matter how natural a product is? Maybe it does when looking at the results of a recent survey conducted by Burt's Bees. The survey said 78 percent of American women think natural personal care is regulated, or don't know whether it is. Answer: It is not regulated. And if a product is labeled natural, it doesn't mean a majority of it is made from natural products.

So maybe this all-natural web marketing will be a useful for the company if there is that much customer confusion. The site has tools like a glossary of natural ingredients and a petition to sign. Next time I want to know more about cetearyl alcohol and, uh, echinacea extract... um, I'll be sure to check out this site.


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