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Colgate Expands Optic White Family

March 2, 2017

Partners with celebrity makeup artist Mario Dedivanoic.

Colgate has expanded the Colgate Optic White portfolio with new Radiant Toothpaste by Colgate Optic White, and has partnered with makeup artist Mario Dedivanovic  to promote the launch.
“The launch of Radiant Toothpaste by Colgate Optic White represents our continued growth as a premium oral care beauty brand to help women achieve a radiant white smile,” said Bill Van de Graaf, vice president and general manager, North America oral care marketing at Colgate-Palmolive. “We are excited to partner with Mario given his deep beauty expertise and passion for helping women everywhere feel beautiful inside and out.”
Dedivanovic, who kicked off his partnership with the brand by hosting an Instagram Live session, began his beauty career as a fragrance consultant. When women mistook him for a makeup artist and asked for his help, he never hesitated to offer his opinion and apply their makeup for them. After falling in love with the way women look in the mirror and smile at their transformation, he embarked on a career in the beauty industry. After assisting the top makeup artists, he scored his first NY agent by the age of 21. He has since has secured a place among the world’s best and most well-known makeup artists and has captured more than three million followers.

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