Identify some products that make their appeals primarily to the "id" and "superego". Do products make an appeal to the "ego"? If yes, how?

Visit www.burtsbees.com. How does this site use lifestyle marketing to its advantage? What lifestyle would be most associated with the products shown on this site? After reading the history of the founders, how were the founders able to project their own lifestyles into the products produced by the company?