Word: gleeming
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Dates: during 1953-1953
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...counteract such competition in detergents, Neil McElroy last week was test-marketing a whole list of new products: Lana, a home permanent for bleached or frizzled hair; Fluffo, a new shortening to compete with P. & G.'s famed Crisco; Gleem, a new toothpaste "for people who can't brush after every meal" (P. & G. is sure that includes just about everybody); Zest, a detergent bar for baths and showers...
PROCTER & Gamble, which has far outdistanced rival Colgate-Palm-olive-Peet in both soap and detergent sales, is now getting ready to challenge Colgate in its specialty: toothpaste. Already on sale in nine states, P. & G.'s new "Gleem" dentifrice will get national distribution next year...