RETAIL TRADE: Green Gold

Hucksters of toothpaste, who have plugged their products with such mysterious words as "Irium" and "ammoniated," now have a new open-sesame to sales. The word is chlorophyll, the substance that makes plant life green. Lever Brothers was the first to market a chlorophyll toothpaste; in two months its bright-green, minty Chlorodent has helped push Lever, which also sells Pepsodent, from third to second in toothpaste sales. By last week, Chlorodent had thrown such a scare into the rest of the industry that Colgate, the No. i toothpaste seller, as well as Bristol-Myers (Ipana), Whitehall Pharmacal (Kolynos) and other big...

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