Colgate Simply White™ clear whitening gel is the first major at-home teeth whitening product that is easy to use, clinically proven to deliver noticeably whiter teeth, and affordably priced at only $14.99. It will be available in stores nationwide in early September.

To whiten teeth, consumers just brush the gel on their teeth with the applicator, let the product dry for 30 seconds, and wait for 30 minutes before eating and drinking. When used twice a day for 14 days, Colgate Simply White provides significantly noticeable results. Consumers can help sustain the results of the Simply White application by using one of Colgate's market-leading whitening toothpastes.

Mr. Mark commented that consumer testing indicated a strong desire for the new Simply White product. The other at-home whitening options available tend to be complicated, messy, and expensive -- some approaching $40. Because consumers have not been completely satisfied with these existing products, the percentage of households using at-home whitening is only 3.4 percent. This makes the category ripe for significant growth.

For more information about Colgate-Palmolive and its products, visit the company's web site at www.Colgate.com.