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Colgate revolutionizes oral care with new toothpaste

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NEW YORK – Colgate has announced the launch of a new Colgate TotalSF toothpaste with a new formula that does more for your mouth — once again raising the standard of everyday oral care.

Since the launch of the original Colgate Total, people’s view of health has evolved. What had been a focus on treating specific problems and individual parts of the body has become a desire for a holistic approach that enables a full and connected life. When it comes to toothpaste, people are seeking reassurance that they’ve done the most complete job possible, freeing them to get out there and connect with the world around them.

“General wellness is important to everyone, and total self-care means caring for the whole mouth, too,” said Dr. Patricia Verduin, chief technology officer, Colgate-Palmolive Company. “We rely on healthy mouths to eat, drink, speak and laugh, but often neglect areas beyond teeth. Unlike ordinary fluoride toothpastes, the new Colgate TotalSF does more for your mouth. It fights harmful bacteria not just on teeth, but also on your tongue, cheeks and gums, providing multiple oral-health benefits.”

New Colgate TotalSF delivers on the brand’s belief that everyone deserves a future they can smile about. It provides all the benefits of the original formula – excellent protection against plaque, gingivitis, stains, tartar and cavities, plus additional new benefits, including:

  • Sensitivity relief benefit across all variants
  • Instant neutralization of odors associated with bad breath
  • Enhanced enamel strength
  • New cooling flavors for lasting freshness

As part of the national product rollout, Colgate Total hosted a launch event on January 31 in New York City and featured the new product in a TV spot during Super Bowl LIII, featuring actor Luke Wilson. The ongoing campaign includes digital, social media and PR elements to introduce this innovation to American audiences.

Colgate-Palmolive is the global toothpaste leader with a worldwide market share of more than 40 percent – more than double its nearest competitor. Colgate is replacing original Colgate Total following more than a decade of development, including dozens of laboratory and clinical studies. The breakthrough technology has 40 patents granted, and 86 pending patents globally.

“In our testing of the new formula, consumer feedback has been enthusiastic. People are thrilled to know that the new Colgate TotalSF works in all areas of the mouth, for improvement to their oral health,” said vice president, marketing North America Bill Van De Graaf. “While people love the taste of Colgate Total, they love the new flavor even more, expressing that it is refreshing and long-lasting.”

New Colgate TotalSF is currently available online at www.Colgate.com and in stores in the U.S.


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