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Back in the early 1980s, Burt and Roxanne created Burt’s Bees. Their company is known for lip care, skin care, body and hair and other care products. In late 2007, Clorox purchased Burt’s Bees for $925 million dollars. Just to give you a little financial insight, from 2000 to 2007 Burt’s Bees annual revenue went from $23 million to $164 million.
The message I received from Burt's Bees rep after I sent them a picture of me with my kids and my husband:
“Hi Niki- We love this- Beautiful family! On behalf of Burt’s Bees Baby, we are so deeply sorry. We have learned a lot this year about impact and intent. Our intent was never to promote an awful stereotype about Black families or to inflict hurt upon anyone. We understand that even so, there is an impact and this image causes harm.
We would never create an ad like the one being shared. We want to note these images were not part of an ad, but rather pasted together by a third party Twitter user from different images of actual families we had on our website, which also has images of other representations of actual Black families. We would never create an ad like the one being shared. We show real families in our photoshoots. We scheduled this whole family, Dad included, for our photoshoot this summer and needed to reschedule the dates due to complications from COVID. As a result of the rescheduling, Dad wasn’t available due to work. Mom was happy to still participate with her two daughters.
Still, we understand that representation matters, and that representation has impact, so we’re transitioning these images off our pages as an immediate action item. Please know that Burt’s Bees Baby is actively and continually working on our own inclusion and diversity journey as an organization.
The Burt’s Bees Baby mission has always been to do good, to be kind, to care for all families, our Earth and each other. We aim for inclusivity and hope to reflect that throughout every aspect of our company. We promise that this is not indicative of our core values. – Sarah”