Things aren’t looking so “good” for Burt’s Bees’ beauty line after the release of their sub-brand Güd’s body butter.
The packaging for the new Vanilla Flame Body Butter looks harmless, until you read the description. “Soak in the moisturizing seductiveness of shea butter and indulge in the scent of vanilla and rice milk. And let the catcalling commence.”
Women are hot and bothered over this label and not in a good way. According to anti-street harassment activism group Hollaback!, catcalling is the “most common form of gender-based violence globally.” And it’s far from harmless. Long-term side effects include anxiety, depression, and even PTSD.
In response to the backlash on social media, Burt’s Bees issued a standard “apology” (not really) on the Güd Facebook page: “We apologize if the wording on our Vanilla Flame Body Butter packaging offended anyone. Güd, from Burt’s Bees, in no way encourages gender-based harassment and the objectification of women.”
Hollaback! didn’t accept the non-apology and started a petition on Change.org asking Burt’s Bees for a real apology and to redesign the packaging.
Now the ball’s in Burt’s court.
Personally, I have been cat-called at and it hasn’t affected me in such an extreme way. So, to me I’m indifferent. I was just a little shocked that Burt’s Bees had gotten a little sexy. They definitely sucked me in with the line, “Soak in the moisturizing seductiveness of Shea butter and indulge in the scent of vanilla and rice milk.” When I apply lotion I do it to help my dry skin, of course, but also it does make a woman feel sexy. I love to smell good but don’t do this for a man. So to me it would have been just as effective, if not more, if they got rid of the last line.”
In the meantime, I think it would be a “good” idea to redo the packaging.
And that’s today’s helping of The Online Dish with Maggie.