Feb. 14, 2013
/PRNewswire/ -- Millennial natural personal care brand
(g-u-d with an umlaut over the u) has joined forces with multi-platinum, GRAMMY® nominated pop singer/songwriter
Carly Rae Jepsen
. As the brand's first spokeswoman, Carly will appear in a multimedia marketing campaign debuting this spring.
Created by natural personal care pioneer,
, the gud brand launched in 2012. With thirty-six body and hair care products across five fragrance platforms, gud offers a fresh, youthful, fragrance-forward approach to
natural personal care
intended to invite younger women into the category.
gud challenges conventional beauty norms with its belief that being happy makes women beautiful, not the other way around. When gud was searching for the embodiment of the brand, Carly was an obvious choice. Her high energy, sing-along sound, self-described as "flower-child pop," is a perfect match for gud's mash-up of indulgent fragrances and natural* formulas with names like Orange Petalooza™ and Pearanormal Activity™.
"Being eco-conscious is so important. I love that gud has figured out a way to reach young women with natural products that are also fun and smell amazing!" stated
Carly Rae Jepsen
. "I also really connect with the positive spirit of the brand—it's how I live my life every day," she continued.
To date, the brand's outreach efforts have focused on reaching its twenty-something consumer through social media and on-pack QR codes. Its upcoming campaign will include print advertising in May issues of leading fashion, beauty, and lifestyle publications such as
. It will also continue to leverage digital and social media, engaging Carly's strong social community of "Jepsies".
"We're delighted to work with a rising star of such magnitude," said
, VP and General Manager,
's Bees. "Carly's vibrant spirit and genuine talent are inspirational to the gud consumer. She models a way of life reflective of gud's cheerful personality and real substance."
From the imagination of
's Bees comes gud, a fresh and fragrant approach to natural beauty created for the millennial woman. Natural* formulas combine with indulgent experiences, because life shouldn't be a compromise between doing the right thing and having fun. The collection includes thirty-six SKUs spanning body and hair care across five scent experiences: Orange Petalooza™, Vanilla Flame™, Floral Cherrynova™, Pearanormal Activity™, and now Red Ruby Groovy™. Just like
's Bees® products, gud™ products are free of parabens, phthalates, petrochemicals and are never tested on animals. Packages are 25% postconsumer recycled. Find gud on Twitter @gudhappens, on
or at select grocery, drug and mass retailers.
*Made with approximately 97% natural ingredients