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Church & Dwight has power

This article was originally published in The Rose Sheet

Executive Summary

Company is poised to "destroy" the manual toothbrush business via aggressive promotion of its Crest SpinBrush battery-operated toothbrush, CEO Jim Craigie said at the SunTrust Robinson Humphrey institutional conference April 11. C&D bought the business from Procter & Gamble in 2005 for $75 mil. Since acquiring SpinBrush, C&D has made it the top seller in the segment and has launched a two-speed version of the brush. Battery-operated toothbrushes are about 20% of all toothbrush units sold, Craigie noted, making the business a prime one for growth. As SpinBrush is C&D's only toothbrush offering, promoting the health benefits of using power toothbrushes will not cannibalize other segments of its oral care business, the exec said...



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