"One day an orange can be sweet and on another day it isn't. It's not as consistent an experience in manufacturing. That's why synthetics are easier to use, but natural is every bit as efficacious, it's just not as easy."

The ads cost upward of $10 million, said Indursky.

While this campaign marks a first for the industry in terms of attempting to educate consumers on natural items, Burt's Bees did launch a short-lived ad campaign at the end of 2005. But the campaign fell short of capturing what the company wanted to communicate.

"The trend in natural is so serious and education is so serious that it was important to get it right. [The new ads] really try to capture beauty at the same time. We wanted to show real people with great lips and skin but not your typical beauty model. This is beauty anyone can get. It's not about a celebrity," Indursky said.

The timing of the ads will likely coincide with the announcement of a natural care seal, an effort Indursky spearheaded with the Natural Products Association last year that will set a standard on what will be deemed natural in personal care products. Eligible products will be able to feature the seal in packaging and marketing.