Colgate Total

Colgate Total Active Prevention Teeth Whitening Toothpaste

Whitening toothpaste to prevent many common oral health problems before they start and fight the root causes*

Colgate Total TP Campaign_Above the Fold

Colgate Total Active Prevention Teeth Whitening Toothpaste

Whitening toothpaste to prevent many common oral health problems before they start and fight the root causes*

Benefits

Gum health

Reduce Plaque

Control Tartar

Reduce Sensitivity

Protect Enamel

Staining

Better Breath

Prevent Cavities

"Protect the health of your smile before oral health problems start with our newly reformulated Colgate Total Active Prevention Whitening Toothpaste. Our toothpaste fights the root causes* of many oral health problems³, making it scientifically designed for active prevention and superior⁴ performance. It also provides clinically proven 24h antibacterial¹ protection and a unique² system that stabilises the active prevention ingredient. With its powerful, patented², preventative technology our whitening toothpaste helps protect from the 8 most common oral health issues. And, with its advanced whitening system for 35% less surface stains⁵, it’s also a good whitening toothpaste. It’s the protection your smile needs from future oral health problems.

*Plaque reduction before problems occur; helps protect enamel against acid erosion.
¹With 2x daily brushing after 4 weeks continued use.
²US patented.
³Bacterial plaque reduction, with 3 months continued use.
⁴Vs. non-antibacterial fluoride toothpaste.
⁵Vs non-whitening toothpaste after 6 weeks twice daily use."

fights the root causes* of many oral health problems³ before they begin

Inactive Ingredient(s)

Glycerin, Aqua, Hydrated Silica, Sorbitol, Calcium Pyrophosphate, Sodium Lauryl Sulfate, Aroma, Tetrasodium Pyrophosphate, Cellulose Gum, Potassium Nitrate, Stannous Fluoride, Xanthan Gum, Sodium Saccharin, Cocamidopropyl Betaine, Sodium Fluoride, Benzyl Alcohol, Cinnamal, CI 74160. Contains: Stannous Fluoride and Sodium Fluoride Total Fluoride content: 1450 ppm

How is Total toothpaste different from others?

The Colgate Total brand has tested more than 975 formulas and completed over 100 clinical studies on them¹! The new Colgate Total patented² formula makes sure the antibacterial ingredient stays active and provides 24-hour³ high efficacy to fight plaque bacteria - a root cause of many common oral health problems. It’s clinically proven to provide superior bacteria reduction on multiple areas of your mouth⁴:
Teeth
Tongue
Cheeks
Gums
Saliva
Colgate Total is also the #1 brand recommended by dentists in the UK for Gum Problems and Plaque Control⁵.
¹On former and current formulas of Colgate Total globally
²US Patented.
³With 2x daily brushing after 4 weeks continued use
⁴After 4 weeks twice daily use vs non-antibacterial fluoride toothpaste
⁵UK, 2023 Dentist Survey.

How is the new formula different from others?

Many toothpaste formulas use stannous fluoride to fight bacteria, but not all of them are engineered equally. Our new Colgate Total Active Prevention toothpaste formula uses powerful, patented¹, preventative technology that uses stannous fluoride in a unique way. It keeps the stannous fluoride active for high antibacterial efficacy to fight a root cause² and help stop many common oral health problems before they start.
¹US Patented.
²Bacterial plaque reduction, with 3 months continued use.

Can I get even stronger protection, faster?

Absolutely! When you use our Colgate Total toothpaste, toothbrush and mouthwash together, it’s up to 15X more effective at fighting a root cause of many common oral care issues¹ in just 1 week with continued use. Also, 100% of people who used all three together had improved mouth protection in just 3 weeks² and reduced risk of many common oral health problems such as gum problems or cavities.

¹Bacterial plaque reduction by using together Total toothpaste, toothbrush, mouthwash vs. fluoride toothpaste and ordinary flat-trim manual toothbrush. (with 1 week continued use)
²Reductions in plaque and gum problems vs baseline in a clinical study using the 3 products together.