Burt’s Bee’s new güd natural beauty products line targets a younger demographic of women age 16 to 28 with fresh fragrances and colorful packaging. The güd (pronounced good) line of shampoos, lotions and other personal care products, features fragrances with names like Orange Petalooza and Floral Cherrynova. They sport whimsical packaging, including an umlaut placed over the u in güd that’s made to look like a smiley face. The brand also has a hopeful message: güd happens.

Burt’s Bee’s plans a line 32 new products in eight categories, each of which will be available in four fragrances and in 18,000 stores this summer, according to an article in the Charlotte Observer. To reach that younger audience, the company’s marketing efforts are focused online and on social media. Products will be sold in Target stores, Harris Teeter, Kroger, Walgreens and Ulta stores. The suggested retail price ranges from $4.99 to $11.99, with the majority priced at $6.99.