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Personal Lubricants to Join Condom Line

By Published on .

CINCINNATI (AdAge.com) -- Church & Dwight Co., which in the 1990s added Arm & Hammer baking soda to a broad range of personal care products, is trying a similar tack with its recently acquired Trojan brand.

The company

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is extending Trojan via the brand's first entry into personal lubricants, a flavored line that ships to retailers later this month, with print ads expected to break in the spring.

Also planned is a new Trojan condom offering enhanced pleasure for women, who buy 40% of condoms, Church & Dwight Chairman-CEO Robert Davies said in a conference call with analysts.

Church & Dwight, Princeton, N.J., handles the Trojan account in house.

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