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Strange Bedfellows: P&G To Launch Herbal Essences Shampoos With ‘EWG Verified’ Mark

Executive Summary

The consumer goods giant’s patronage of the Environmental Working Group’s ‘EWG Verified’ program could be a case of “If you can’t beat them, join them.” P&G says the mark will serve to reassure consumers that the Herbal Essences products meet the clean beauty standards of “very tough critics.”

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