For this assignment, I chose to delve into the world of beauty products, an industry highly reliant on sound marketing techniques and visual campaigns. In this delicate industry I chose three heavyweights (each with a penchant for social responsibility and focus on self worth) with varying degrees of mission and vision statement development, hoping to create new mission statements that could impress stakeholders and drive an influx in business.
“ An Earth Friendly, Natural Personal Care Company.”
ORGANIZATION Burt’s Bees
CEO Nick Vlahos
HISTORY AND APPROACH: In 1984, founders Roxanne Quimby and Burt Shavitz (the company’s namesake) went from selling beeswax candles to running what would become one of America’s most dominant natural personal care product companies. Burt’s Bees is a company founded in principles of quality (they crafted the bottom of their candles to be especially smooth after noticing clients repeated viewing of the area) and rooted in strong commitment to the Earth. The company helped to launch the Natural Standard for Personal Care Products and in 2007 started their own nonprofit, Burt’s Bees Greater Good Foundation, funded by 10% of web sales, tour sales and employee orders. CURRENT VISION STATEMENT: We make people’s lives better everyday -- naturally. CURRENT MISSION STATEMENT: We create natural, Earth friendly personal care products formulated to help you maximize your well being, and that of the world around you. ANALYSIS: Burt’s Bees uses a relatively simple set of Mission and Vision statements. The mission statement maximizes upon their focus on natural products and funnels that into a comparison between green products and a healthy, happy client. The vision draws upon this focus as well, emphasizing again how using Earth friendly products helps to create a happy life.
REVISED VISION STATEMENT: To provide natural, Earth friendly personal care products that improve the lives of our customers: our...
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