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Colgate promotes new tartar control toothpaste. (Colgate-Palmolive Co.)
Chain Drug Review
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May 9, 1994
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COPYRIGHT 1994 Racher Press, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group.
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NEW YORK--Colgate-Palmolive Co. is earmarking $35 million of its annual dentifrice marketing budget for promoting a new Colgate tartar control toothpaste with a "micro-cleansing" formula. The new formula will replace Colgate's current tartar control toothpaste, which has fallen well behind Procter & Gamble's (P&G's) Crest tartar control, the leading toothpaste in the $1.4 billion toothpaste market.
Crest tartar control has well over a 16% market share compared with about 7% for Colgate tartar control. Colgate tartar control has also been hurt by Chesebrough-Pond's ...
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