Monday 25 February 2013, 11:41 | By

Jepsen to flog shampoo

Brands & Merch

Carly Rae Jepsen

So, Carly Rae Jepsen is now officially bigging up güd, though please note the lower case type and umlaut there (the Canadian Idol loser is not promoting GUD as in genital ulcer diseases, or GUD as in Groupe Union Défense, the mainly 20th Century French far right movement).

For the uninitiated, güd is a “millennial natural personal care brand”, which isn’t much of an initiation it’s true, but that’s how makers Burt’s Bees describe the soap and body lotion line. And Jepsen is the American brand’s first ever spokeswoman.

The appointment was “obvious” of course, because, as you’ve all surely noted, Jepsen’s “high energy, sing-along sound which is self-described as ‘flower-child pop’ is a perfect match for güd’s mash-up of indulgent fragrances and natural formulas”.

Or in Jepsen’s own words: “To be able to use a brand that you know has natural ingredients but also smells scrumptious is the best of both worlds. I love these products because I know I can count on them, they’re good for me, and make me feel beautiful”.

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