Burt’s Bees new Rescue Lip Butter drives standout momentum
By Jenny Shroff & Paul Escajadillo, Burt’s Bees Customer Sales Planning Team
Consumers told this story first. On TikTok, cherry had become shorthand for something elevated, nostalgic and shareable, growing 53% year-over-year before most brands had noticed.
Our Burt’s Bees team noticed. We took that signal into the lab, created a cherry vanilla formulation that delivered on the trend’s promise, and brought it to Target with full-funnel support. The momentum showed up fast: Rescue Lip Butter, launched in April 2026, reached #1 in the Cough, Cold and Allergy category in just five weeks, outselling every other Burt’s Bees lip launch by more than 2x.
Why it matters
Positioning and marketing the lip butter in Cough, Cold and Allergy helps support Target Health’s ambition to become a wellness destination, while positioning Burt’s Bees as a partner that can bring innovation, value and a strong product experience to that aisle.
Early signs point to staying power
Early indicators suggest Rescue Lip Butter is moving from trial to traction, with 84% of consumers rating the product four stars or higher. That strong feedback points to a product experience that can keep shoppers coming back and help sustain momentum beyond the initial launch.
Video courtesy of Justice B (@juju.bricx) on Instagram.
How the team turned insight into impact
- Testing to confirm the innovation opportunity– The Cherry Vanilla flavor was not a creative guess. After identifying cherry’s outsized TikTok growth, the team validated the formulation through fragrance house testing, ensuring the sensory experience would be genuinely delightful, not just trend-adjacent.
- Packaging that signals an elevated experience – Rescue Lip Butter was introduced in a treatment-forward package designed to reframe everyday lip care as an act of indulgence, while delivering meaningful value at an accessible price point.
- Execution across the full consumer journey – Winning at Target required more than a strong product. The team built a cohesive activation across every touchpoint:
- Disruptive in-store displays, driving discovery in a high-traffic, competitive environment.
- Target retail media activation, including .com banner ads and onsite search to convert intent into purchase.
- Social storytelling timed to amplify the cherry trend and sustain consumer engagement beyond launch week.
What’s next
The focus now is on sustaining this momentum, expanding out-of-aisle display opportunities, and extending the reach of Rescue Lip Butter, which is earning a place in consumers’ daily routines.
The bottom line
This launch is a clear example of what it looks like to play to win: combining consumer obsession, innovation, strong retail partnerships, and full-funnel execution to create momentum, social buzz and drive growth.
