Colgate intros Total(SF) toothpaste


Colgate is looking to revolutionize oral care with the launch of its latest innovation.

The New York-based company, which part of the Colgate-Palmolive portfolio, launched the Colgate Total(SF) toothpaste.

“General wellness is important to everyone, and total self-care means caring for the whole mouth, too,” Patricia Verduin, the chief technology officer at Colgate-Palmolive, said. “We rely on healthy mouths to eat, drink, speak and laugh, but often neglect areas beyond teeth. Unlike ordinary fluoride toothpastes, the new Colgate Total(SF) 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.”

The product helps protect against plaque, gingivitis, stains, tartar, cavities, and also provides sensitivity relief across all variants, neutralizes odors associated with bad breath, strengthens enamel and comes in various cooling flavors, the company said.

“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,” the vice president of marketing North America, Bill Van De Graaf said. “While people love the taste of Colgate Total, they love the new flavor even more, expressing that it is refreshing and long-lasting.”

Colgate Total(SF) is currently available for purchase online and in retailers across the nation.


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