Colgate announced this week the launch of new Colgate Total toothpaste that will revolutionize everyday oral care and transform the multi-benefit category it created with the introduction of Colgate Total.

Since the launch more than 20 years ago of original Colgate Total, the world’s first multi-benefit toothpaste, people’s view of health has evolved. What had been a focus on helping to improve oral health and managing problems has become a desire for a holistic approach that enables a full and connected life. When it comes to toothpaste, people are seeking reassurance that they’ve done the most complete job possible, freeing them to get out there and connect with the world around them.

 “Overall wellness is important to everyone, and total self-care means caring for the whole mouth, too,” said Dr. Patricia Verduin, Chief Technology Officer, Colgate-Palmolive Company. “We rely on our mouth to eat, drink, speak and laugh, but often neglect areas beyond teeth. Unlike ordinary fluoride toothpastes, the new Colgate Total helps fight germs not just on teeth, but also on tongue, cheeks and gums for 12 hours*, for whole mouth health.”

New Colgate Total® delivers on the brand’s promise that everyone deserves a future they can smile about. It provides all the benefits of the original formula – excellent protection against plaque, stains, tartar and cavities, helping promote gum health and relieve sensitivity, plus the additional new benefit of instant neutralization of odours associated with bad breath.

Colgate-Palmolive is the global and local toothpaste leader. Colgate is replacing original Colgate Total following more than a decade of development, including dozens of laboratory and clinical studies. The breakthrough technology, being made available in South Africa, has more than 50 patents granted, and over 100 pending patents globally.

 “We’ve tested the new Colgate Total and have received very positive feedback from consumers.1 They’ve loved the new flavor and expressed that it is refreshing and long-lasting. They’ve felt that the new Colgate Total works in all areas of the mouth, for improvement to their oral health,” added Mauricio Moutinho, Director of Marketing, Colgate-Palmolive, South Africa. “By delivering whole mouth health, new Colgate Total ensures that our consumers are totally ready for life.”

New Colgate Total is now available in stores worldwide.

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