Lianna Albrizio, Assistant Editor03.31.23
Frantic attempts at damage control days before a dentist appointment encompassing overly brushing and flossing teeth.
The anxiety during a cringe-worthy scrapping session during a teeth cleaning. Being blindsided with unwanted news during a dental checkup.
The anxiety during a cringe-worthy scrapping session during a teeth cleaning. Being blindsided with unwanted news during a dental checkup.
These scenarios are what prompted Colgate’s latest innovation the brand calls Colgate Total Plaque Pro Release. Happi got a taste of the innovative toothpaste during an exclusive visit to the Colgate-Palmolive Technology Center in Piscataway, NJ this week. The brand’s “mothership” is one of eight locations worldwide housing some 900 scientists and engineers from Topeka, KS, Mexico, Switzerland and China, according to Raj Kohli, global vice president for R&D at Colgate-Palmolive. The company’s clinic research center is named for the late Tony Volpe, who was among the top five dentists in the US and a longtime champion of Colgate products. Dr. Volpe began his career at Colgate’s Jersey City facility in 1960 where he established the brand’s first dental clinic.
Like Colgate Total Plaque Pro Release, Dr. Volpe’s focus was on evaluating the efficacy of Colgate anti-tartar toothpastes.
“Using Plaque Pro Release, my scrapping sessions are minimal and quite painless now, and I’ve actually been complimented on how things are improving,” said Victoria Mah, head of integrated marketing and brand experiences, health and wellness.
According to research by the brand, plaque is the No. 1 reported dental problem in America with 75% of consumers concerned about the issue.
Colgate saw a void in the market for such a product that could help keep dental plaque at bay and the entire mouth as healthy as possible in between professional cleanings. Teeth represent 20% of the hard issues in the mouth where plaque can accumulate; the other 80% is the soft tissues which serve as a reservoir for bacteria including the gums and tongue.
“There’s actually a lot of bacteria in the mouth and one of the things that we know that is very important in helping preventing disease is keeping the overall load of the bacteria inside the oral cavity [in check] whether good or bad,” said an R&D expert at Colgate. “With smart foam technology we’ve figured out a way to keep it at an optimal level so it’s not inflaming or challenging your gum tissue and recolonizing your tooth surface so you can keep your entire mouth healthier over time.”
The innovation comes on the heels of the brand's release of its vegan teeth whitening dental care innovations unveiled in New York City in February. These included the smart phone-powered ComfortFit LED device, which emits high-energy purple light, helping hydrogen peroxide serum pen break down stains, and the Colgate Optic White Express Teeth Whitening Pen .
The innovation comes on the heels of the brand's release of its vegan teeth whitening dental care innovations unveiled in New York City in February. These included the smart phone-powered ComfortFit LED device, which emits high-energy purple light, helping hydrogen peroxide serum pen break down stains, and the Colgate Optic White Express Teeth Whitening Pen .
Smart Foam Technology Disrupts Harmful Plaque
Colgate Total Plaque Pro Release relies on smart foam technology, which is designed to disrupt the harmful effects of plaque associated with gingivitis in hard-to-reach places on the teeth and provide around-the-clock antibacterial protection when used twice-daily for at least two weeks. Plaque is a sticky, colorless deposit on teeth in which bacteria proliferate. It forms when sugars and oral bacteria metabolizes food particles and other natural substances, constantly accumulating on all surfaces of teeth just below the gum line and other hard-to-reach places like the sides of molars and in between teeth from improper or a lack of flossing.
While plaque can appear mild at first, having the appearance of a thick film along the gum line and a velvety feel; it can be more obvious after 21 days if not removed. Gums at this point can become puffy, red and inflamed, and the plaque bacteria thicker and more visible.
Unlike the average fluoride toothpaste on the market, Colgate says its smart foam technology uses smaller bubbles consisting of a wetter foam. It is designed to more easily enter smaller crevices along the gum line and teeth to dissolve and lift away harmful plaque bacteria.
If teeth are not kept clean of plaque, it can compromise the health of the teeth with the development of gingivitis, or the body's inflammatory response to plaque and tartar. This can range from mild, moderate to severe after three weeks of neglect and cause long-term oral health issues if not treated. These problems include gum disease (periodontal disease), cavities, bad breath, weakened enamel, tooth decay and tooth loss.
Clinical Studies
In clinical studies, Colgate Plaque Pro Release, product provides two times less gum-harming plaque and prevents plaque from forming with twice-daily use of the product for six months.
According to the brand, gingivitis can be reversed and prevented using Colgate Plaque Pro Release. The product contains 0.45% stannous fluoride, which serves the functions of anti-gingivitis, anti-cavity and anti-sensitivity.
Colgate Plaque Pro Release is clinically proven to significantly reduce harmful plaque bacteria associated with gingivitis between dentist visits and works to keep bacteria in the mouth—of which there are more than 700 types—healthy and balanced.
According to Bob D’Ambrogio, senior technical associate, in a clinical study involving bacteria control, different parts of the mouth were swabbed, teeth, gums and tongue, at the beginning of the study before brushing with the product to obtain bacteria level measurements in two and four weeks. At four weeks, 12 hours after brushing, 50% or more bacteria reduction. This study backs the brand’s claim of providing long-lasting 24-hour antibacterial protection after two weeks of twice-daily brushing.
In another clinical, six-month study, there was a reduction in gingivitis. After using the regular fluoride toothpaste, the panelist’s gingivitis remained unchanged while the subject that used Colgate Total Plaque Pro Release saw a 43% reduction of gingivitis, a finding D’Ambrogio called “huge.”
“We think that the unique, enhanced stabilization of stannous fluoride combined with the smart foam effectively controls bacteria to help control plaque buildup, and also provide overall gum health,” said D’Ambrogio.
Colgate Plaque Pro Release retails for $7.99 and is available in Fresh Mint and Whitening. It is available in Walmart, Amazon and CVS.