"Oral Care in Belgium" Now Available at Fast Market Research
There was strong competition between the leading brands in toothpaste towards the end of the review period, as players sought to capture leadership in this key product category. Players competed using audacious claims and innovations, Colgate-Palmolive's Colgate MaxWhiteOne for example claiming to lighten teeth by one shade per week. This phenomenon started in 2009 with the launch of Oral-B. Oral-B was already a key brand in toothbrushes but Oral-B Pro Expert entered toothpaste in 2009 and...
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