Due to the increasing global trends in health and wellness, marketers of “genuine” natural personal care products are realizing signifi cant increases with the category growing at 15% as compared with 3% for other personal care products. However, there is much concern as there are brands that are being positioned as natural but really aren’t natural at all, Burt's Bees Chief Marketing & Strategic Officer Mike Indursky said.
Indursky cautioned the issue of natural
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