NEW YORK — Colgate Optic White announced Monday a partnership with multi-platinum selling artist Sheryl Crow to unveil their latest innovation in teeth whitening — Colgate Optic White Renewal toothpaste. It contains 3% hydrogen peroxide, which is the highest amount of the professionally-recommended whitening ingredient available in a toothpaste. With unprecedented whitening power, new Colgate Optic White Renewal toothpaste removes 10 years of yellow stains when brushing twice daily for 4 weeks

To kick off the partnership, Sheryl Crow participated in a media day in New York City to share how technology is ever evolving in the music industry, and how she adapts and grows both professionally and personally through it all. With a recently released studio album and busy touring schedule, her music career is going strong.

“Over the years I’ve always sought out what’s best for me and I love innovative products that help my self-care routine,” said Crow. “One of my favorite products right now is the new Colgate Optic White Renewal toothpaste. It’s such a game-changer – in just one month it removes 10 years of yellow stains by simply brushing your teeth twice a day! Now I can rest assured that I will look and feel my best when performing on stage.”

New Colgate Optic White Renewal toothpaste is available in three variants – High Impact White, Enamel Strength and Lasting Fresh – all of which contain a powerful formula that deeply whitens beyond surface stains while being safe for enamel. Colgate Optic White  Renewal toothpaste is also sugar-free, gluten-free and vegan.

“People want to turn back time and rediscover their glowing smiles from 10 years ago,” said Greg Ross, general manager, North America Oral Care. “New Colgate® Optic White® Renewal is our biggest whitening toothpaste innovation in a decade, and we are thrilled to provide a powerful and convenient at-home solution to brighten people’s smiles.”

New Colgate Optic White Renewal toothpaste is now available online and at most major retailers nationwide.