This morning I was struck by the fact that I’m dependant on something that I never, EVER leave the house without—my Burt’s Bees lip balm. The sad truth is that I’m so addicted to this nature-infused bee-auty product with its trusted bearded beekeeper on the label and it’s minty-honey zing on my smackers that I even take it jogging with me.

I know, it’s sad but true…

But what made me chose to admit this weakness to all of you was the greater question: How exactly did Burt’s Bees, the natural cosmetics company from Durham, N.C, become such a mass-commercial success where others of its kind have failed?

It’s true! I’m banging my brain to think of another “natural” beauty company that’s been as successful. I mean Burt’s is sold in large chains like Walgreen’s in the US and Shoppers Drug Mart in Canada. I can think of many natural products that base their marketing on the use of responsible exotic ingredients and earth-friendly advertising but I’ve seen these relegated to sales at flea markets and small local shops. No contest.

An article in the New York posts claims it’s all thanks to Burt’s Bees marketing.

Yes, Burt’s certainly qualifies as a “natural” beauty product—they make products using uncomplicated ingredients—like milk, honey, beeswax and almond oil—and they sell them in fun, kitschy retro packages that appeal to a diverse audience. But its seemingly low-key marketing campaign is free of any green gospel. Instead they use almost laissez-faire marketing to inspire word-of-mouth promotion, on one hand selling out in national chains like Shoppers Drug Mart, Wal-Mart, CVS and Whole Foods Market; but also in local bookstores and village gift shops.

According to analysts and market researchers like Leigh Anne Rowinkski, the Director of Client Solutions at Information Resources, Burt’s Bees sales qualify as “…lightning in a bottle.” The company straddles mass-market retail chains and homegrown shops—all the while maintaining it’s mom and pop image thanks to word-of-mouth viral marketing that spreads like wildfire.

Can you think of any other brands that straddle the best of both worlds like Burt’s Bees? If you can, please share.