Ahead of Valentine’s Day, wedding and vacation seasons, Colgate has unveiled its latest teeth-whitening innovations so consumers can get a bright, porcelain-white smile in as little as one day.  

At the Ritz Carlton NoMad Penthouse on Feb. 7, Melissa Martinetti, senior technical associate at the brand, unveiled the Colgate Optic White Express Teeth Whitening Pen and the Optic White ComfortFit LED Teeth Whitening Kit. The whitening pen, which is available by itself and as one-half of the ComfortFit LED Teeth Whitening Kit, dispenses a vegan, gluten- and sugar-free hydrogen peroxide serum when clicked at the bottom using a thumb. Once the serum is dispensed, the product blends before it gets applied to teeth. 

 

“This is one of those products where a little goes a long way,” said Martinetti.

The hydrogen peroxide serum formula is designed for no-tooth sensitivity and safe on enamel. Martinetti demonstrated the pen as it was brushed on a dental mold. A thin layer gets painted onto clean, dry teeth using its soft bristles, avoiding the gum. It helps break down surface stains on teeth and below the enamel.  

 

One to two clicks, she said, it enough serum to cover four teeth. Once the process is repeated to fully coat both the top and bottom teeth, the ComfortFit LED device is applied. The device can be powered by a smart phone or tablet using Android or iPhone adapters. The lightweight, flexible device can conform to any shape mouth for a comfortable fit, according to Colgate. It emits purple light and is low-wave length and high-energy, which helps the hydrogen peroxide serum break down targeted stains quickly and effectively, Martinetti shared.  

 

When the products are used in unison, a whiter, brighter smiler can be achieved in just 10 minutes, according to the brand. The mouthpiece can be removed and rinsed under warm water and air-dried until the next usage. For best results, the film that’s created on teeth can be left on overnight until they are brushed again in the morning, Martinetti said. 

 

The kit can remove 10 years of stains in three days, according to Colgate. 

For those who opt for a fast solution to whiter teeth before an impressionable event, brand officials said the Optic White Express Teeth Whitening Pen can do the trick in just one day. Similar to the pen in the ComfortFit LED Kit, the Optic White Express Teeth Whitening Pen is used the same way, although it’s not necessary to brush them in this instance; just going over teeth with a wet toothbrush can suffice, Martinetti said. After drying teeth with a tissue, top and bottom teeth can be coated using the pen and applying the same rules (one to two clicks covering four teeth.) After coating the top and bottom, the serum can be left on teeth for one hour before brushing it off with a wet toothbrush. The process can be repeated three times a day and then twice-daily on days two through seven, with whiter teeth achieved in just one day.  

 

“You can live life, indulge, drink, eat what you want and have confidence to know you have the tools to keep your smile white,” noted Paula Macdonald, senior manager, marketing, whitening, at Colgate. 

 

The ComfortFit LED Teeth Whitening Kit retails for $49.99 and is currently available on Amazon, and at Walmart, Target, Rite Aid and grocery stores beginning this month. 

 

The Optic White Express Teeth Whitening Pen retails for $24.99, which includes 35 treatments, and is currently available on Amazon. It will be available at Walgreens and Rite Aid in March.