BRIGHT WHITE

The recent spate of premium toothpaste introductions has health and beauty care managers smiling, as overall dollar sales in the category have gone from a 1% decline to a 6.5% increase in less than a year.Amid the successful launches of new multicare and antibacterial formulations -- especially Colgate-Palmolive Co.'s Total, now the No. 1 toothpaste variety -- retailers say the future looks brightest

The recent spate of premium toothpaste introductions has health and beauty care managers smiling, as overall dollar sales in the category have gone from a 1% decline to a 6.5% increase in less than a year.

Amid the successful launches of new multicare and antibacterial formulations -- especially Colgate-Palmolive Co.'s Total, now the No. 1 toothpaste variety -- retailers say the future looks brightest for the whitening segment, which already has seen the entry of a slew of contenders.

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