Brushing with Fluoride

Four years ago, the American Den tal Association gave its seal of "recognition" to Procter & Gamble's fluoridated Crest toothpaste, and the $320 million dentifrice industry has not been the same since. Crest doubled its sales within a year, then passed Colgate Dental Cream, the longtime leader, to win the nation's No. 1 selling spot. The side effects of Crest's leap were consider able: a few fringe toothpastes were forced off the market, other brands' advertising budgets soared to keep up with Crest, and almost everybody in the business hurried back to the laboratory to develop a fluoride toothpaste of his own.

Last week the toothpaste business was again agitated over fluorides. The A.D.A. gave Colgate's new fluoridated Cue toothpaste the same pat on the back it had awarded Crest in 1960.

Even before announcement of the award, Bristol-Myers pronounced its new fluoride paste -- Ipana Durenamel -- more effective than Crest in reducing tooth decay. Madison Avenue advertising agencies rubbed their hands with glee: toothpaste ad budgets are sure to rise over last year's record $35.5 million.

The toothpaste pattern now shapes up something like this: from 12% of the market four years ago, fluorides have grown to 35% of total toothpaste sales in the U.S., and the percentage seems sure to rise further. Crest still dominates the market, with 30% of all toothpaste sales. Far behind trails Lever Brothers' Pepsodent Fluoride, as well as Colgate's and Bristol-Myers' other fluoride brands -- all of which total about 5% of the market. The A.D.A. endorsement is bound to help Colgate's new brand. But almost unnoticed last week was the fact that the A.D.A. also upgraded its recognition of Crest from "B" status to "A." Crest now rates listing in the dentists' Accepted Dental Remedies classification, a move that is certain to be publicized by Procter & Gamble.

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