NEW YORK -- Colgate-Palmolive here entered the sensitive toothpaste market today when it began shipping Colgate Sensitive Maximum Strength Toothpaste.
Co.]." The Colgate toothpaste comes in a 4-oz stand-up tube.
Accompanying the toothpaste launch is the Colgate Sensitive toothbrush. Colgate is recommending that retailers merchandise the brush, with its rubber handle, flexible neck and soft bristles, in the specialty toothbrush section.
The average retail selling price for both products will be $4.49, a company spokeswoman stated.
Support for the new dentifrice will include Internet, national television and print advertising to begin in April.
Professional recommendations, prompted by an "extensive dental professional marketing campaign," according to the company, will also drive sales of the toothpaste and the brush.