Colgate Optic White Comparison To P&G Whitestrips Off Target – NAD
This article was originally published in The Tan Sheet
Executive Summary
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.”
You may also be interested in...
Colgate’s Second NAD Swing To Support Optic White Claim Lands At FTC
Colgate says it reformulated Colgate Optic White toothpaste and has new research supporting the product’s intrinsic whitening power and superiority to certain Crest Whitestrips, following NAD’s 2012 recommendation to cease related claims. But NAD maintains its position, referring the firm to FTC for possible enforcement action.
Colgate’s Second NAD Swing To Support Optic White Claim Lands At FTC
Colgate says it has reformulated Colgate Optic White toothpaste and has new research supporting the product’s intrinsic whitening power and superiority to certain Crest Whitestrips offerings, following the National Advertising Division’s 2012 recommendation to cease related claims. NAD maintains its position, referring the firm to the Federal Trade Commission for possible enforcement action.
Colgate Launches Optic White Toothpaste To Compete With Whitening Strips
Colgate-Palmolive is rolling out Colgate Optic White toothpaste with hydrogen peroxide, an ingredient commonly formulated into tooth whitening strips.