Clorox was willing to pay almost $1 billion for Burts Bees because the company sees big opportunities in the market for green products.

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Can Burt’s Bees Turn Clorox Green?


to:        John Repogle, CEO of Burt’s BEEs

from:        Josie Chung, Marketing MAnager of Burt’s BEEs

subject:        Burt’s Bees cooperation with Clorox Marketing Strategy

date:        10/9/2012


Natural skin care products with artificial bleach products are the concepts of the two extremes, but now Clorox and Burt’s Bee need to survive under one roof. After late 2007, Clorox bought Burt's Bees, one who make the eco-unfriendly bleach, and the other pursuit of full of natural skin care products, they become the same family company, although each retains its brand running. For those who support environmental protection and agree with the idea of Burt's Bees natural products consumers, this is NOT a perfect combination.

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Clorox was willing to pay almost $1 billion for Burt’s Bees because the company sees big opportunities in the market for green products. These products are now readily available to consumers that may not specifically target green products but want the name or associated benefits of the product. However, there must be oversight of claims that products are environmentally and socially responsible in addition to being made from true natural ingredients.

For Clorox, Burt's gives Clorox its first major entry into personal care and furthers its involvement in two consumer megatrends: sustainability and "health and wellness." The company might learn ...

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