Elmex

Elmex

Elmex is a brand of toothpaste that has been sold since 1962.<ref>Johannes Karl,

 Materials, Chemicals and Methods for Dental Applications. online version, 
  
 John Wiley & Sons, 
  
  
  
 ISBN 978-1-119-51032-1,</ref> It is manufactured by GABA International AG, a Swiss manufacturer of branded oral care products located in Therwil. GABA was acquired by the Colgate-Palmolive company of the United States in 2004 for US$841 million.<ref>Tyya, 
  
 Vault Guide to the Top Consumer Products Employers. online version, 
  
  
 2006, 
  
  
 ISBN 9781581314045,</ref>

Elmex was the first toothpaste to contain the organic Amine Fluoride (AmF) olaflur as an active ingredient for protection against dental caries. Elmex is often sold together with Aronal which should be used in the morning.<ref name=":0">Ralf,

 Marketing Planning by Design: Systematic Planning for Successful Marketing Strategy. online version, 
  
 John Wiley & Sons, 
  
  
  
 ISBN 978-0-470-74561-8,</ref> Aronal contains vitamin A and zinc to protect the gums against inflammation.

The brand had a 25% market share in the German market as of 2008 and is noted for having used the same packaging appearance since its 1962 introduction.<ref name=":0" />

External links

• Brand homepage
• Dr. Martin Schwarz

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Portions of content adapted from Wikipedia's article on Elmex which is released under the CC BY-SA 3.0.