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Colgate Launches Optic White Toothpaste To Compete With Whitening Strips

This article was originally published in The Tan Sheet

Executive Summary

Colgate-Palmolive is rolling out Colgate Optic White toothpaste with hydrogen peroxide, an ingredient commonly formulated into tooth whitening strips.

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Colgate-Palmolive is launching Colgate Total Zx Pro-Shield Plus Sensitivity toothpaste and Colgate Optic White Dual Action toothpaste in the U.S. in the first quarter. Net sales in North America in full-year 2012 rose 3.4% to $3.1 billion, the firm reported during an earnings call.

Colgate Optic White Comparison To P&G Whitestrips Off Target – NAD

NAD says Colgate provided “insufficiently reliable” evidence to support the claim “Same Whitening Ingredient As Strips” on packaging for Optic White toothpaste. But, the Council of Better Business Bureaus division finds Colgate supported a claim that Optic White “removes stains that non-whitening fluoride toothpastes do not.”

Colgate Optic White Comparison To P&G Whitestrips Off Target – NAD

NAD says Colgate provided “insufficiently reliable” evidence to support the claim “Same Whitening Ingredient As Strips” on packaging for Optic White toothpaste. But, the Council of Better Business Bureaus division finds Colgate supported a claim that Optic White “removes stains that non-whitening fluoride toothpastes do not.”

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