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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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.”