Burt’s Bees
CBD SKINCARE
branding / copy / voice / video / email / social / UI, UX
When Burt’s Bees launched a limited-edition CBD Skincare collection, the goal was to build on the brand’s strong reputation—accessible, well-priced, effective products made from responsibly sourced natural ingredients. The capsule line was positioned as part of the Burt’s Bees brand, evolved with new voice and visual elements to reflect the products’ distinctive ingredients, transparent sourcing, and calming benefits.
My role: Voice & Copy Lead
I led the messaging and voice at every stage of the customer journey, from consideration to purchase. I kicked off with research on the audience, competitors, and trends in the CBD product space. From there, I worked with designers and brand stakeholders to establish the brand voice and wrote copy across all channels—email, earned and owned social, video, microsite—for the launch and ongoing marketing.
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Collaborators // VP of brand: Kim Vandrilla, associate creative director: Jennifer Petronis
We gave the CBD Skincare shop, which lived as a vertical on BurtsBees.com, its own look, feel, and voice.
Organic social posts sparked a lot of engagement and interest on the @burtsbees Instagram feed.
We used @burtsbees Instagram stories and highlights to dive deeper into ingredients and sourcing.
We promoted the line through marketing emails, launch video, and paid social ads.