Colgate has relaunched Australia’s number one toothpaste (based on Circana sales sub-brand data, 2023), Colgate Total.
According to the oral healthcare brand, the new range is centred around active prevention, offering a “superior” formulation to help address seven common oral care issues: cavities, tartar, plaque, bacteria, stains, enamel erosion and bad breath.
The range, led by the Total Active Prevention Deep Clean, includes:
- Toothpaste. The Total Active Prevention Deep Clean Toothpaste is clinically tested to provide 24-hour antibacterial protection, according to the brand. The toothpaste range is formulated to suit different preferences, from strong to low mint, and high to low foam and charcoal.
- Mouthwash. The Colgate Total Active Prevention Mouthwash is claimed to provide 24-hour antibacterial protection. Designed for “superior” performance to help prevent many common oral care issues, the mouthwash fights the “root cause” of bad breath, plaque and tartar.
- Floss Picks. Promoted as an important part of your daily oral hygiene routine, the Colgate Total Active Prevention Floss Picks slide “easily” between teeth, with a shred-resistant design.
- Toothbrush. According to the brand, the Colgate Total Active Prevention Toothbrush helps fight the “root cause” of cavities, plaque, bacteria on gums, bad breath, tartar buildup and stains. Featuring floss-tip bristles that clean “hard to reach” areas most prone to dental problems, the “high-density” head design has two times more bristles (vs Colgate Extra Clean toothbrush) and helps create a rapid foaming action for deeper toothpaste delivery (vs an ordinary flat trim toothbrush).
“We know that most oral care issues are largely preventable,” says Colgate Scientific Affairs and Public Health Manager Amelia Seselja.
“Our clinical study demonstrates that by using the Colgate Total Regime, including the Colgate Total toothpaste, toothbrush and mouthrinse, 100% of people achieved a healthier mouth in just three weeks. This regime is proven to be 15 times more effective at fighting a root cause of many oral care issues.”