Colgate-Palmolive's aim is to strengthen its brand portfolio through innovation across all geographies in all product categories. For example, the company is launching Colgate Total Deep Clean in Europe in the next quarter, which features high cleaning prophy-silica, the same ingredient dentists use for in-office cleaning. This is unique among the current variants in the Colgate Total portfolio and will help in increasing market share as well as its top line for the coming quarters. CL makes up 0.3%[1. Updated on February 1, 2016] of the iShares Dow Jones U.S. ETF (IYY). In the upcoming parts of the series, we will focus on Colgate's geographical segments' revenue contributions and cost drivers for 4Q15.