Case Study: Burt's Bees achieves a successful cosmetics launch and boosts conversions with Bazaarvoice Sampling & Ratings

Sampling supports new category success for Burt’s Bees

Burt’s Bees, a well-known natural personal care brand, faced the challenge of breaking into cosmetics—its largest brand extension—at a time when consumers demand natural ingredients and trustworthy product information. Entering this crowded category required strong, authentic consumer signals and fast feedback to drive retail success and reduce launch risk.

The company used Bazaarvoice Ratings & Reviews and Bazaarvoice Sampling to get pre-release products into consumers’ hands and collect reviews; within two weeks 94% of sample recipients submitted reviews, yielding 300+ reviews with a 4.48 average rating and syndication to 15 retailers. Within six months cosmetics made up 21% of site sales, shoppers who engaged with reviews saw a 16% conversion lift and 20% higher revenue per visitor, and return cosmetic buyers became some of the site’s highest-value customers.

Burt's Bees

Taylor Steele

Assistant eCommerce Manager