P&G CUTS PRICE IN TOOTH-WHITENER BATTLE

Rival Colgate Claims Category Leadership a Month After Rollout

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CINCINNATI (AdAge.com) -- Procter & Gamble Co. is cutting the price of Crest Whitestrips tooth-whitening kits by about $10 as it tries to fend off gains made by rival Colgate-Palmolive Co.

Colgate Chairman-CEO Reuben Mark said in a conference call with analysts this

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month that Colgate Simply White, priced under $15, attained category leadership with a 48% share in the last two weeks of September, only a month after its launch.

P&G is responding by lowering the suggested retail price of its Crest Whitestrips to less than $30. A P&G spokesman said Whitestrips volume is up 60% from a year ago.

"The new price is part of a long-term strategy," he said. "We will bring innovative products to market and prices will drop over time."

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