Apr
02
Packaged goods co-opt the 'natural' revolution
Posted in: Uncategorized
Illustration by Carolyn Figel
When Burt’s Bees toothpaste hit the market late last year, its low-key, folksy graphics looked like many other natural toothpastes from mom-and-pop marketers. But it’s made by Procter & Gamble Co. under license from Clorox Co., which owns Burt’s Bees.
That tells you almost everything you need to know about natural personal and home-care products today: A segment started decades ago by bootstrap operators with crunchy-granola roots is now dominated by the traditional packaged-goods giants and retailers, which have mainly bought their way in more or less under the radar.
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