Colgate toothpaste is seen on an Associated Supermarket shel

UNITED STATES - SEPTEMBER 20: Colgate toothpaste is seen on an Associated Supermarket shelf in New York on September 20, 2004. Colgate-Palmolive Co., the world's largest toothpaste maker, said second-half profit will fall because of higher marketing costs to fend off Procter & Gamble Co. Colgate's shares had their biggest decline in four years. (Photo by Daniel Acker/Bloomberg via Getty Images)

Colgate toothpaste is seen on an Associated Supermarket shel
UNITED STATES - SEPTEMBER 20: Colgate toothpaste is seen on an Associated Supermarket shelf in New York on September 20, 2004. Colgate-Palmolive Co., the world's largest toothpaste maker, said second-half profit will fall because of higher marketing costs to fend off Procter & Gamble Co. Colgate's shares had their biggest decline in four years. (Photo by Daniel Acker/Bloomberg via Getty Images)
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