Colgate-Palmolive

Drug Store News, Sept 13, 2000

NEW YORK -- Colgate-Palmolive is launching a new two-in-one toothpaste and mouthwash product. The Colgate 2inl Toothpaste and Mouthwash is a liquid gel that has a light foaming action. Users will be able to swish the product around their mouths toothbrush free to get the same cavity protection as other Colgate products offer.

The Colgate 2in1 Toothpaste and Mouthwash is designed for the individual who may be too busy to focus on oral care, according to Suzan Harrison, vice president and general manager of the company's U.S. oral care unit. The new item will retail for approximately $2.99 for a 4.6 oz. Bottle. It ships in September.

"Today's consumers are always looking for new oral care products that meet the needs of their busy lifestyles," Harrison stated. "Colgate 2in1 is filling that need by delivering two important oral care benefits in one easy step."

According to a1997 Omnibus study, at least 40 percent of U.S. consumers see the benefits of mouthwash. They do not however use it regularly because they forget, don't think of it, or are in a hurry.

The new product will be available in fresh mint, tartar control and whitening varieties. The clear stand-up container has a flip-top cap and is portable. According to the company, Colgate 2in1 already is thriving in parts of the the European market, where it holds a 20 percent market share in Spain and a 10 percent share in France and Greece.