This mantra was used as a setup to pitch them a new campaign:

“It’s easy to look beautiful. It doesn’t take much. If you’re just looking to Coverup. Conceal. Makeup. Then you don’t need us.  It’s easy to look beautiful. It’s hard to be beautiful. To care. To have an opinion. To be transparent. To be yourself. To be the real you out there for all to see. To be natural in a world that’s entirely artificial. Some of us find a way. We built a business on bees. On a promise to be 100% natural in everything we do. It’s not easy. But it’s better.  Anything worth doing, if you knew what it took, you’d never have done it. Ask these women: Whoever said beauty is only skin deep, didn’t have thick enough skin. Some women look beautiful, others are beautiful. At Burt’s Bees we know the difference.”