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COLGATE-PALMOLIVE TARGETS SENSITIVE SKIN MARKET WITH NEW DISHWASHING TECHNOLOGY

 COLGATE-PALMOLIVE TARGETS SENSITIVE SKIN MARKET
 WITH NEW DISHWASHING TECHNOLOGY
 NEW YORK, May 4 /PRNewswire/ -- The Colgate-Palmolive Company (NYSE: CL) today introduced Palmolive(R) Sensitive Skin, a dishwashing liquid based on a patented new technology that lifts dirt and grease from dishes and helps prevent irritation to hands. The company said it is taking aim at growing the $1 billion dishwashing liquid market by appealing to a broad unmet consumer need.
 Studies show that seven out of 10 women say they have sensitive skin and experience dry, tight, itchy hands when washing dishes. This condition is commonly referred to as "dishpan hands."
 The new colorless dishwashing liquid is biodegradable and does not contain dyes or the harshest chemicals commonly found in dishwashing liquids. Palmolive Sensitive Skin is the result of an intensive look at what consumers want and a 10-year, $6 million investment in research and development and commercialization. It will be available in supermarkets and retail outlets across the United States by June 1, then expanded internationally.
 "We created a new technology that capitalizes on a consumer need for a sensitive skin product," said Eileen Conroy, marketing director at Colgate-Palmolive Company. "Millions of people with sensitive skin have been frustrated in their search for a leading brand to answer this daily problem. They have tried everything, from switching brands of dishwashing liquid and using cold water, to applying various hand lotions and wearing rubber gloves.
 "We studied the needs of the consumer and went back to basics," explained Conroy. "Our scientists did not take the conventional approach. They developed a proprietary formula with a unique combination of cleaning agents that removes soil from plates and rinses off hands easily to help preserve the skin's oils."
 Palmolive's technology changes the basic chemistry of dishwashing. The research team learned how to shift from traditional, electrically charged anionic surfactants (the basis of all dishwashing liquids which attack grease and body oils without discrimination) to nonionic surfactants which attack grease and food soil but not skin.
 Palmolive Sensitive Skin's introduction will be supported by a total of $13 million for advertising and promotion campaigns scheduled to kick off in June. The advertising media mix includes network, daytime cable, and syndicated TV spots, as well as full-page ads in general interest and women's service magazines. A series of free-standing inserts (FSIs) with couponing is part of the promotional support program.
 "Palmolive Sensitive Skin will nicely complement our regular Palmolive brand, growing the dishwashing liquid category and Palmolive business by meeting the special needs of consumers," added Conroy. The company currently holds a significant share of market with four liquid detergents: Palmolive, Ajax, Dermassage, and Crystal White Octagon.
 One of the largest household product categories, light duty liquids (LDLs) far surpass liquid bleaches, bathroom cleaners, disinfectants and toilet bowl cleaners.
 Colgate-Palmolive is a $6.1 billion global consumer products company, with core business in oral care, body care, household surface care, fabric care, and pet nutrition and health care. The company markets its products in over 160 countries under such internationally recognized brand names as Colgate, Palmolive, Ajax, Fab, Irish Spring and Murphy's Oil Soap, as well as Mennen Speed Stick and Lady Speed Stick Anti-perspirants, Hill's Science Diet and Hill's Prescription Diet.
 -0- 5/4/92
 /CONTACT: Michael Piazza, 212-691-1781, or Jennifer Crowl of Corporate Communications Marketing Group, 212-691-2570, both for Colgate-Palmolive/
 (CL) CO: Colgate-Palmolive Company ST: New York IN: HOU SU: PDT


CK-MA -- NY010 -- 5838 05/04/92 08:38 EDT
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Date:May 4, 1992
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