Frequently asked questions - colgate maximum cavity protection relaunch

What’s new?

At Colgate, we work every day to bring you the most advanced oral care products in the world. Starting September 2019 we are introducing a revolutionary new formula for cavity protection. The result of more than a decade of development, including dozens of laboratory and clinical studies, we present the new Colgate Maximum Cavity Protection - now with 'Amino Power+’.

What is ‘Amino Power+’?

Amino Power+ is a unique patented technology that goes beyond what fluoride alone can do and harnesses the two-way power of fluoride and arginine together to give you our best ever cavity protection^. Arginine helps neutralize the bacteria in the mouth, to fight acids formed from sugars in plaque, the source cause of caries, before they can harm your teeth. Fluoride helps add natural calcium* to teeth to make them strong. This combined action enables four times Strengthening Power for teeth**and therefore better protection against caries. The current Colgate Maximum Cavity Protection doesn’t have Amino Power+.

What makes this technology better than other toothpastes?

The new formulation is a true breakthrough being introduced by Colgate. Most products today rely on fluoride alone, whereas the new Colgate Maximum Cavity Protection gives you the best ever protection^ with Amino Power+.

There are numerous clinical studies that show the superior performance of the New Colgate Maximum Cavity Protection vs regular fluoride toothpastes. The new Colgate Maximum Cavity Protection also offers 4X Power for Strengthening Teeth**.

Is arginine safe for everyone?

Yes, the new Colgate Maximum Cavity Protection with arginine is safe for consumers of all ages who use toothpaste.

Please use the product as per the directions on the pack.

Will I feel any difference when brushing between the old and the new Colgate Maximum Cavity Protection toothpastes?

The new Colgate Maximum Cavity Protection is specially formulated to deliver superior cavity protection, while maintaining the same great taste and experience of the old Colgate Maximum Cavity Protection.

How can a toothpaste strengthen teeth from within? Does Colgate Maximum Cavity Protection go inside the teeth?

Our tooth enamel is at risk from early mineral loss (demineralization) through acid exposure from bacteria found in our dental plaque that can break down dietary sugars and starches to produce acids. During an acid attack, essential enamel minerals (calcium and phosphate) are dissolved. In normal conditions, above the critical pH level, your saliva is supersaturated with calcium and phosphate, which are continually deposited on the enamel surface of your teeth or re-deposited in enamel areas where they have been lost (a process known as remineralization). This phenomenon is helped by saliva’s ability to preserve the mineral structure of enamel.

Fluoride, which is an important anti-cavity ingredient in Colgate Maximum Cavity Protection, gets incorporated into the enamel surface as a mineral called fluorapatite, which helps prevent enamel demineralization (from acid attack). Fluorapatite also enhances the natural remineralization process by attracting natural calcium and phosphate minerals from your saliva back into your tooth’s weakened enamel. These vital minerals penetrate into the enamel surface, actively strengthening and rehardening weakened enamel.

New Colgate Maximum Cavity Protection also contains arginine, which is broken down by healthy bacteria and helps maintain pH levels above critical, thereby promoting the remineralization process.

Did you increase the fluoride content with this new formula?

No.

Is natural calcium like milk?

No. Natural calcium refers to the calcium that is present in your saliva. Milk is a different substance.

Why are you even changing Colgate Maximum Cavity Protection? I liked it just the way it was!

At Colgate, we’re committed to a philosophy of continuous improvement, and we keep trying to improve our offerings to suit people’s changing needs.

In today’s world, with fast-paced lives and changing diets, we all need better and stronger protection from oral health issue.

The new Colgate Maximum Cavity Protection is a step in that direction, giving you the best ever cavity protection^.

I’m inspired. I’d love to work with you?

And we’d love to hear from you! Get in touch through Consumer Affairs Malaysia (1-800-883-918) and Singapore (800-6011-251)

 

Amino Power refers to the unique formula containing arginine, and an insoluble source of calcium and fluoride 

*Helps add natural calcium from saliva through Fluoride Action 

**Strengthening enamel against acid attacks versus an ordinary fluoride toothpaste after 10 applications in an in-mouth study

^For cavity protection; vs. the previous formulation