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Burt’s Bees Hopes Third Time’s A Charm For Toothpaste, This One With P&G

Executive Summary

Clorox and Procter & Gamble embarked on a strategic licensing partnership to market Burt’s Bees toothpastes, available now in mass retail doors. Billed as simple formulas for adults and kids, with or without fluoride, the line marks the third swing at toothpaste for the iconic natural brand.

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