Almost no aroma. It's definitely not enough to freshen your breath. I applied the recommended amount to the full length of the toothbrush and started brushing. It doesn't look like he's doing anything. Very little foaming. All other types of toothpaste I've had in the past have had at least some grit or texture that makes it seem like it's doing some sort of cleaning job. This toothpaste is very mild. It feels like it's not doing its cleaning job.
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