güdTM is a new natural personal care brand launched in late 2012. It takes an "eco-fun" approach to break away from the dominant earthy and clinical conventions in the natural products category. The brand launched with 32 new stock keeping units across 8 categories with 3 national scents and a Target exclusive fragrance. It leveraged social media, disruptive creative ideas, and an agile cross-functional team to bring the brand to market within 10 months from project kickoff.

1. April 20th, 2012
THE GÜD™ STORY
GARRETT PUTMAN (@GPUTMAN)

2. About Me

3. About Me

4. The güd™ Story

5. Natural Personal Care Overview
Burt’s Bees® is the
#1 Brand in NPC -
almost 2X the size
of the #2 player

6. Question:
How can we
rapidly accelerate
growth?

7. Strategic Choices
OR

8. PROJECT
WELKER
Kick-Off
Jan 18, 2011

9. Understand the Consumer
BURT’S ?? Low Value
BEES Segments
Segment Name Committed Health & Beauty Beauty Demanding Value Pragmatists
Naturalists Sleuths Enthusiasts Conventionalists
% of Females 1% 7% 12% 27% 39%
% of NPC of total PC 71% 27% 16% 10% 3%
% of NPC Sales 9% 26% 25% 29% 11%
NPC Purchase Drivers Committed to Heavy researchers Follower of beauty Responsive to Driven by brand to
environment learning more and green trends environmental determine quality
and health about living driven by concerns and and loyal to those
healthier lifestyle ingredients, driven by that work at the
fragrances and ingredients, right price
promotions fragrances and
promotions
Importance of Natural High More pronounced Embedded with Dabbles but needs Little engagement
other needs convincing with Natural
Approach to Beauty Inward Inward Outward Outward Outward
Approach to Health Educated and Proactive Concerned but More mainstream Less involved than
committed laissez-faire in approach and average
action average
involvement

10. Understand the Consumer
Product Mindset:
• Follows beauty trends & is a heavy purchaser of products
• Open to NPC but more concerned with efficacy than natural
• Seeks products with high sensory elements (fragrance)
Personality:
• Optimistic & spontaneous. Lives in the moment
• Knows how to have a good time & make things fun for
others
• Heightened appreciation for outward beauty & beautiful things
Lifestyle:
• Highly engaged with technology (her 7th sense)
• Extraverted. Stimulated by new experiences and interaction
with people
• Brand relationships can be a form of self-expression

11. Look For White Space
Brand Image Strength & Weaknesses
Consider the environmental impact
when making business decisions
1 15 8 8 -4 -12 0
Natural
Do not include any man made chemicals 3 12 11 13 -4 -9 -4
Have products that are all at least 95%
Natural
6 18 14 17 -5 -14 -8
Are healthy for me and my family 1 5 6 4 2 -12 -7
Have products with a pleasant -4 -11 -8 -2 10 33 13
Sensorial
scent
Have products that make me feel -3 NA -4 -4 4 16 5
beautiful
Have products that are enjoyable to use
0 -11 -8 -5 6 20 5

12. Look For White Space
THE WAY BEAUTY HAS BEEN EXPRESSED IN CULTURE
OVER THE YEARS HAS DRAMATICALLY CHANGED.
1990’s 2010’s

13. Look For White Space
THE WAY BEAUTY HAS BEEN EXPRESSED IN CULTURE
OVER THE YEARS HAS DRAMATICALLY CHANGED.
1990’s 2010’s
FROM THIS TO THIS
Rigid Playful
Muted Vibrant
Stoic Flexible
Aloof Approachable

14. Look For White Space
FUN BREAKS AWAY FROM THE TWO DOMINANT
CONVENTIONS IN THE CATEGORY.
earthy clinical

15. Look For White Space
While other brands are
content at being eco-friendly,
güd™ can be the advocate for
something else…
eco-friendly eco-fun

16. Eco-Fun

17. Eco-Fun

18. Our Product Portfolio
32 new SKU’s across 8 body, hair, & hand care categories
3 national scents and one Target® exclusive fragrance
No parabens, petrochemicals, or phthalates
Not tested on animals

19. One Central Launch Idea

20. Make Packaging Work Harder
On-Pack QR Codes

21. Influence the Influencer

22. Use Disruptive Creative Ideas
THE FIRST EVER
SCENTED
FACEBOOK
EXPERIENCE:
“Wherever güd
goes, güd happens”

23. Leverage Social Media
We’ve already
earned 284K Fans
– more than Crest®,
Dial®, Method®,
Kashi®, and Green
Works®

24. New Ways Of Working

25. Our Project Timeline
• January 18: Team Kick-off
• February 10: Finalized product mix and pricing
• February 11: Selected brand agency
• February 16: Selected 3PM and base formulations
• March 7: Selected brand name
• March 11: Selected packaging forms
• March 31: Key Account Meeting with Sales Team
• April 11: Finalized Top 4 fragrance lines
• August 1: Shipped Sales Samples to all accounts
• Nov 18: Ship to Trade
• December 6: e-Commerce site goes “live”
• December 27: Target endcap launch

26. Our Project Timeline
10 months
from start of
project to
first ship
date!

27. Keys To Agility
Align decision
rights with senior
leadership up-
front

28. Keys To Agility
Start with a high-
performing
cross-functional
team with clear
roles &
responsibilities

29. Keys To Agility
Don’t
over
analyze
the
data!
29

30. Keys To Agility
Use expert
external
resources to
reduce burden
on internal team
30

31. Keys To Agility
Prepare
yourself for
the ride
31

32. Thank You
@gputman
Facebook.com/gud
@gudhappens
32

33. Q&A
33