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Executive Summary

Colgate-Palmolive is now rolling out Colgate Tartar Control Formula Mouthwash, the first oral rinse to claim effectiveness in preventing tartar build-up. Colgate says the product is the first mouthwash designed to help prevent the formation of dental calculus. Labeling claims the product is "more than a mouthwash: freshens breath; fights tartar buildup." The mouthwash is also a convenient way for consumers to "keep teeth clean without changing their oral care regimen," the company notes. The mouthwash is Colgate's second anti-tartar product launched in the past year. Colgate Tartar Control Formula Toothpaste was introduced in August 1986 and is generating sales at an annual rate of $200 mil. in 31 countries worldwide, Colgate said. The two tartar control products contain the same active ingredients -- 3.3% soluble pyrophosphates, fluoride and 1% Gantrez, a PVM/MA copolymer delivery system. Label instructions recommend twice-daily use after brushing. Consumers are directed by the labeling to "vigorously swish 10 ml (2 teaspoons; or up to mark on cap) of rinse between your teeth for 1 minute and then spit out. Do not swallow. . . . Do not eat or drink for 30 minutes after rinsing." The label also states that a doctor or dentist should be consulted before use by children under six years of age, and children under 12 should be supervised in the use of the product. Tartar Control Formula mouthwash is available in peppermint (green) and cool mint (blue) flavors. Colgate said it is offering each flavor in 6, 12, 24 and 32 oz. sizes, priced comparably with other mouthwashes. A 2 oz. trial size is also being made avaiable. Colgate Tartar Control Formula Mouthwash is the company's second liquid oral hygiene product; Fluorigard fluoride mouthrinse was introduced in 1979.

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