BRIEFING: Down 'n' Dental

Colgate is getting squeezed. Procter & Gamble, maker of archrival Crest toothpaste, is starting to see the results of an aggressive marketing campaign, including a massive jump in ad spends and primo placement on nbc's reality-TV show The Apprentice. One result: Colgate-Palmolive's toothpaste business, anchored in the eponymous brand, is losing market share. Though still the category leader in the U.S. and globally, Colgate has seen U.S. share slip, from 35.3% at the beginning of 2003 to 33.3% during the second quarter of this year, according to Smith Barney stock research. In September, Colgate said its second-half profits would be lower...

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