Burt’s Bees was looking for a partner to help increase sales and awareness for Rescue Balm during a time when lips were concealed under a mask. POPSUGAR connected our audience of beauty enthusiasts with the stories of essential workers who literally rescue our communities from danger. Each profile shined a light on the important work they're doing, and how the new Rescue Balm is saving their severely dry lips day after day. 

In addition to the profiles, we created tip focused Instagram Stories that introduced followers to the Rescue product: Ingredients To Rescue Your Lips This Winter & Tips To Cure Your Mask Lips.