Colgate at CAGNY conference

Colgate Sensitive Pro-Relief Desensitizing Polishing Paste with Pro-Argin technology, an in-office desensitizing polishing paste for dental professionals, is the "first breakthrough" sensitivity offering in the dental market in "many" years, President and CEO Ian Cook told analysts during a Feb. 18 conference of the Consumer Analyst Group of New York. The product, the clinical counterpart to the consumer Pro-Relief formula, rolled out to international markets last year prior to the launch of the consumer version, but is still awaiting FDA approval for U.S. launch. Market reception to both the dental and consumer toothpastes has been strong thus far, the company suggested. The products are formulated with arginine, an ingredient that provides instant relief of sensitivity. Cook said the company is committed to building its share in the sensitivity segment, noting Colgate is under-developed in that category and "if we got our fair share, that would add over two share points to our global [toothpaste] market share." Worldwide sensitivity market is estimated to be worth roughly $1 bil. (1"The Rose Sheet" Feb. 1, 2010)