Clorox is introducing the Gud line, a subset of Burt's Bees brand natural products, aimed at young adult females. The marketing campaign conducted online and through magazines such as Allure and Lucky emphasizes guilt-free happiness and informal package copy.

Güd is aiming for women in the 18-to-24 age range, who are less “crunchy” and “just want to smell good,” Garrett Putman, global marketing manager for Burt’s Bees, tells Marketing Daily. “We wanted to provide something for these women, who are very sensorial. They may make great choices to protect the environment, but they’re not as on the lookout for villain ingredients, or worried about wrinkles, as the Burt’s Bees shopper is. She is the kind of woman who will pop open the cap in the store looking for an indulgent fragrance.”

Read more from MediaPost here.