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Colgate gets FDA approval
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July 14, 1997: 3:08 p.m. ET
Total with triclosan is first toothpaste proven to help prevent gum disease
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NEW YORK (CNNfn) - The Food and Drug Administration (FDA) said Monday it approved the first toothpaste proven to help prevent gingivitis using "triclosan" as an active ingredient.
In the approval letter, the FDA said Colgate Total, marketed by Colgate-Palmolive Co., was shown in controlled clinical trials to aid "in the prevention of cavities, plaque and gingivitis."
The development proved to be a boon for Colgate investors. Shares of consumer brands company were up 1-5/8 at 69 Monday afternoon.
Analysts said company officials and investors have been waiting for triclosan to hit the market as a new drug for at least two years.
"It's very important," said Amy Low, analyst at Goldman Sachs, who pointed out that market share has increased by 5 to 10 share points when Colgate Total was introduced in markets outside of the U.S.
Meanwhile, in the $1.5-billion domestic toothpaste market, Colgate has been making inroads, catching up to market leader Procter & Gamble Co.'s Crest., Low said.
Colgate Total, which contains triclosan and fluoride, performed "significantly better than a standard fluoride toothpaste" in preventing plaque and gingivitis, the FDA said in a statement.
To be sure, the FDA added that Total's effects on plaque and gingivitis have not been established in children under age 6.
Triclosan is a disinfectant found in many anti-bacterial soaps. Still, its antibacterial properties in the mouth have not been determined.
-- Robert Liu
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