Breaking News

Colgate Total Adds New Mouthwash

August 11, 2014

Lasting White Mouthwash has fluoride-based formula.

Colgate Total has expanded its mouthwash portfolio with new Colgate Total Lasting White Mouthwash. The fluoride formula, which is offered in Pola Freshmint flavor, is said to help re-mineralize enamel, fight tartar and freshens breath without the burn of alcohol. In addition, the new mouthwash also creates an invisible shield on teeth to help prevent stains from forming, so consumers can enjoy eating meals without worrying about future stains, according to Colgate.

"Colgate has a long history of creating the most advanced products on store shelves today. We pride ourselves in listening to consumer wants and needs for products that allow them to maintain a healthy oral care routine while delivering a whitening benefit," said Philip Durocher, vice president and general manager, US oral care marketing, Colgate-Palmolive. "The addition of the Colgate Total Lasting White Mouthwash helps consumers achieve a healthy white smile that lasts."

Related End-User Markets:

blog comments powered by Disqus
  • Why Look Good, When You Can Look Perfect?

    Why Look Good, When You Can Look Perfect?

    Tom Branna, Editorial Director||April 4, 2016
    A new way to try-before-you buy is capturing the attention of consumers and the beauty industry.

  • NYSCC Explores Product Innovation

    NYSCC Explores Product Innovation

    Christine Esposito, Associate Editor||March 14, 2016
    New product development, formulation expertise and proper preservation are topics of discussion at February monthly meeting.

  • Putting Plaque in the Crosshairs

    Putting Plaque in the Crosshairs

    Christine Esposito, Associate Editor||February 29, 2016
    New toothpaste offers novel—and eye-catching—means to help consumers more effectively battle plaque.

  • Who Makes That?

    Who Makes That?

    Tom Branna, Editorial Director||April 1, 2016
    From concept and formulation to testing and filling, today’s contract manufacturers perform a range of services for marketers

  • Inspiring the Next Generation Of Personal Care Products

    Inspiring the Next Generation Of Personal Care Products

    March 1, 2016
    In-Cosmetics 2016 returns to Paris next month, April 12-14, 2016.

  • Davids and Goliaths

    Davids and Goliaths

    Christine Esposito, Associate Editor||November 2, 2015
    Big brands dominate the oral care category, but a cadre of smaller players vie for customers looking for alternatives.