In recognition of past neglect of mature consumers, Colgate-Palmolive is changing its ways. The initial steps have been taken and a continuing program will be maintained. The intent is to enrich the knowledge and understanding of mature consumers, and, therefore, be ready - well before the year 2000 - to cultivate this golden market. Well be covering the highlights of the initial phase of our work. Our remarks will cover the following areas: o First, well be reviewing some of the assessments weve made based on a global demographic array of countries. Then, well comment on some major changes which occur with ageing. Next, well cover the key insights weve developed about the personal care and household care markets. o To finish up, well talk about advertising to mature consumers - our initial learning about what does and does not appeal to consumers over fifty.