Colgate-Palmolive launches 'luminous' toothpaste

Related tags Toothpaste Flavor Colgate-palmolive

Bearing witness to the growth in innovative products in the oral
care category, Colgate-Palmolive has launched its Luminous
Toothpaste in the US - billed as a premium toothpaste that combines
health and beauty properties, reports Simon Pitman.

The formula includes fluoride mineral to help strengthen enamel, brighten teeth and enhance their natural shine, responding to growing demands for oral care products that are multi-functional, catering to both aesthetic and hygiene requirements.

Colgate says that the formula can safely lift off yellowing stains to reinforce enamel layers by rebuilding the weak spots on teeth that can often give teeth a yellow or stained appearance. The company says that the formula can restore natural shine and whiteness, allowing consumers to move a step closer to a more youthful-looking smile.

Michael Sload, vice president, US Oral Care, says that the effect the toothpaste formula has on the enamel can allow users to look and feel more radiant - something that many Americans often spend huge sums of money trying to achieve through expensive professional treatments.

The toothpaste formula comes in three flavors: Crystal Clean Mint, Paradise Fresh and Cinnamint, meeting requirements for variety and novelty.

Recently there has been a huge growth in the number of different flavors for toothpaste on the market - a trend that is set to have caught the imaginations of many consumers who have grown tired of box standard mint flavorings.

Proctor & Gamble has been a leader in toothpaste flavoring in recent years, recently launching a series of out of the ordinary flavorings for its Crest Whitening Expressions brand.

Recently the company put consumers' tastes to the test by launching a marketing campaign asking people to vote for their favorite flavored Expressions toothpaste flavor, with the choice including Lemon Ice, Sweet Berry Punch and Tropical Exotica.

The packaging for Colgate's Luminous Toothpaste has also been designed to reflect what the company terms is a 'premium and upscale look that is distinguishable on shelf'. It features a diamond icon, vibrant colors and a scratch and sniff sticker for each flavor.

The toothpaste itself comes in an optical tube with an innovative patented valve closure that is said to enhance flow control and prevents clogging.

To distinguish each of the three flavors the packaging is color-co-ordinated according to the flavoring, while the gel contains three different colors and is sparkling.

The product will appear on shop shelves from this September and will be priced at $2.99 for a 6oz tube, which is said to be in line with other premium toothpastes.

Colgate's latest toothpaste launch aims to make up on the lost ground it has experienced against the two other major global oral care players, Unilever and P&G. At the end of last year the company announced a major restructuring program that will concentrate its operations on both oral and personal care.

It included the axing of some 4,000 jobs and the closure of approximately one third of its 78 international manufacturing plants - plans that aim to save the company $300 million a year.

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