Burt's Bees was expanding their products beyond natural skincare and into comprehensive beauty products. With the launch of their lipstick line, they asked us to rethink where they belong in the beauty category.

Below are a few ways in that plant Burt’s Bees somewhere between the all-natural-Dove-esque mindset and one that’s a bit more appearance-based. Because we know when you feel great, you look great. And when you look great, you feel great.