Colgate is hoping to take a bite out of the sector for sensitive teeth with the launch of Sensitive Toothpaste next month.
The newcomer will take Colgate into an arena dominated by GlaxoSmithKline's Sensodyne brand and own label products. It boasts potassium salts and a whitening ingredient as well as breath-freshening and cavity protection properties.
Its parent is supporting it with a multi-million pound launchpad, including TV ads, posters and sampling activity.
A new Sensitive Toothbrush is set to follow in July.
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The newcomer will take Colgate into an arena dominated by GlaxoSmithKline's Sensodyne brand and own label products. It boasts potassium salts and a whitening ingredient as well as breath-freshening and cavity protection properties.
Its parent is supporting it with a multi-million pound launchpad, including TV ads, posters and sampling activity.
A new Sensitive Toothbrush is set to follow in July.
{{MARKETING }}
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