Burt’s Bees, the natural-personal-care company, has launched güd, a new line of body, hand, and hair products, self-described as “a novel and extrasensory approach to natural beauty created for the of-the-moment woman…that’s you!”
There’s an umlaut (or dieresis) over the u in “güd,” but these aren’t Motörhead-style rock dots.
Pictured: Orange Petalooza body mist. It took me several minutes to realize that it’s petal-ooza (the oozings of petals?) and not pet-alooza, which looks like something you’d spray on an animal companion. Products are also available in Floral Cherrynova and Vanilla Flame, names that have been strenuously engineered to appeal not so much to an “of-the-moment woman” as to an 11-year-old girl.
Everything about güd is cute—make that cüte—from the URL (gudhappens.com) to the girlish lower-case name to the rollover copy (“Hey, it’s time to boogy till you just can’t boogy no more”). The About page reminds us that “the name güd actually has a smile built right in.”
OMG, it does! LOL.
Sometimes the copy is downright icky, as in this header for the body lotion section: “Skin will be wonderfully hydrated. But not so hydrated that you make a sloshing sound when you walk.” Let’s hope not.
The güd line is being sold at Walgreen’s, Target, and Ulta stores. “Or,” confides the über-chatty copy, “you could just buy whatever güd stuff you’re looking for on this very site! Aren’t the interwebs wonderful?”