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Colgate Total captures 11.1% dollar share for toothpastes, is "number one variant," firm says.

This article was originally published in The Tan Sheet

Executive Summary

COLGATE TOTAL "NUMBER ONE TOOTHPASTE VARIANT," Colgate-Palmolive claims. "Just four months after its introduction, Colgate Total is now the number one toothpaste variant in the country" based on A.C. Nielsen dollar market share figures, the company said April 22. "With Total's success, the company's overall toothpaste market share moved up significantly in the first quarter, consolidating a clear number one market share position in the U.S.," Colgate said. The antibacterial dentifrice with triclosan was approved in July and launched in December as the only toothpaste able to make anti-cavity, anti-plaque and anti-gingivitis claims ("The Tan Sheet" Nov. 3, 1997, p. 7).
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