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Colgate Targets Premium, “Super-Premium” Segments For U.S. Growth

This article was originally published in The Rose Sheet

Executive Summary

Colgate-Palmolive looks to capture U.S. oral-care share with high-end innovations in the mouthwash and toothbrush categories. A the Barclays Americas Select Franchise Conference, Colgate president North America and global sustainability says the firm expects to build awareness quickly for Colgate Total Pro-Shield mouthwash, while preparing to launch a toothbrush that makes brushing “exciting.”

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