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"More than two-thirds of consumers say that a fresh, clean mouth is one of the top reasons for buying their toothpaste brand," says Jack Haber, Oral Care, Colgate-Palmolive. "Now these consumers can get long-lasting protection against these common dental problems in a form they prefer." The formula of Colgate Total contains fluoride and the antibacterial ingredient, Triclosan. Triclosan has been clinically demonstrated to help prevent gingivitis, plaque, cavities, tartar, and bad breath. In addition, its formula, which is patented until 2008, also contains a co-polymer, Gantrez, which helps Triclosan continue to work between brushings. No other toothpaste manufactured in the United States contains Triclosan or has been cleared to make claims for gingivitis and plaque reduction.
First introduced internationally in 1992, Colgate Total is now used by consumers in 104 countries, and independent dental associations in 30 countries, including American, Canadian, and British Dental Associations, which have granted its seals of acceptance. Granted U.S. FDA approval on December 22, 1998, Colgate Total is now the #1 toothpaste in the U.S. in dollar sales, according to an A.C. Nielsen Company report. Colgate Total Fresh Stripe starts shipping in the U.S. on March 29, 1999. It will be available in 4.2, 6.0, and 7.8 ounce tubes and will have a retail average selling price of $2.49, $2.99, and $3.49, respectively. Photo credit: Colgate-Palmolive Company, New York. |
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