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Colgate Total initial sell-in drawing "extraordinary response," firm says.

This article was originally published in The Tan Sheet

Executive Summary

COLGATE TOTAL INITIAL SELL-IN DRAWING "EXTRAORDINARY RESPONSE," Colgate-Palmolive noted Oct. 16 in its sales and earnings report for the third quarter. The dentifrice with the antigingivitis agent triclosan was approved July 14 for plaque, gingivitis and cavities, the first dentifrice to carry all three claims. Colgate said retail shipments will begin before year-end. The company previously has said Total will be on store shelves in January at a 25% price premium to its other toothpastes.
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