In a funny sort of way, Reuben Mark is suffering from too much success.

Nonetheless, the Colgate that Reuben Mark inherited was in dire need of transformation.

"It doesn't get more just-in-time than that," laughs Reuben Mark, Colgate's chief executive.

Reuben Mark, the company's chairman, said profits rose substantially last year in the household and personal-care business, as well as in health-care products.

A restructuring charge of $369 million, or $2.54 a share, will result in a third-quarter loss, said Reuben Mark, the company's chairman and chief executive.

She is the daughter of Arlene and Reuben Mark of Greenwich, Conn.

Reuben Mark of Colgate-Palmolive would not roll up his sleeves and demonstrate his dishwashing detergent.

In 1984 and 1985, he worked as vice president and executive assistant to Reuben Mark, the company's chief executive officer.

Reuben Mark, chairman of Colgate-Palmolive, explained that his research people helped establish the company's "vision grid," which set up the company's emphasis.

The purchase is part of Colgate's strategy to be a force in bleach, said Reuben Mark, the company's chairman, president and chief executive.