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COLGATE'S SMILE

America hasn't tried Colgate-Palmolive's Total yet, but Wall Street likes it already. After the FDA on July 14 O.K.'d marketing the toothpaste in the U.S. as the only one that can fight gum disease, Colgate's stock soared more than $4, closing at 73 1/8. ''It's bad news for Procter & Gamble,'' says PaineWebber analyst Andrew Shore. P&G, which has 27% of the $1.5 billion U.S. market compared with Colgate's 20%, will fight back with Crest MultiCare. Analysts expect Total to add $4 a share to Colgate's earnings by 1999.

EDITED BY KELLEY HOLLAND



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Updated July 17, 1997 by bwwebmaster
Copyright 1997, Bloomberg L.P.
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