New and Definitely Nifty: Colgate® Pro Clinical Toothpaste

Not long ago I attended a launch for a trio of new toothpastes from Colgate called Colgate® Pro Clinical Toothpaste. The public relations people were there, but they also brought along three experts who worked on the products. What was really great about this is that they were able to really answer my questions in technical detail as well as explain how these products are different.

So, What Makes Colgate® Pro Clinical Toothpastes, different?

For starters, they are for an audience that is often ignored when it comes to specific beauty needs: the over-40 woman. She's a consumer who very much cares about health and beauty, and she will spend a little more to get products that help her not just combat the signs of aging on her face or hair, but also on her body, and her teeth.

When Colgate was thinking about the development of toothpaste that would be directed to this audience, they actually went to dentists, and asked: "what do you hear from your patients about their dental concerns? What are they saying?"

Based on that, Colgate® scientists began to create this new line of toothpastes that are specially designed to meet the diverse needs of these health and beauty seekers. The end result of all their work are three toothpastes that utilize ingredients to provide consumers with targeted benefits — such as removing surface
stains, polishing teeth, and fortifying enamel. The products they created are good for daily use. you can choose the one that targets the issue of most concern to you: Daily Whitening, Daily Cleaning or Daily Renewal for Enamel, but you can also use more than one in a rotation.

What's in the tubes? The soft-sided tubes stand on their caps, which are also the way to open the tube (keeping the ingredients fresh). Each of the products have specific ingredients and functions. We learned that due to the chemistry of the various ingredients, they couldn't put all of the attributes into one single product.

Colgate® PROCLINICAL™ removes surface stains. This Daily Whitening contains ProLuminex™ crystals — Colgate's® highest level of high-performance whitening silica that is clinically proven to whiten teeth by removing surface stains and help keep them off. We were shown a chart showing the improvement the test subjects saw from the ingredients in the Daily Whitening formula after just three weeks, and even more significantly, in six weeks.

Colgate® PROCLINICAL™ Daily Renewal for Enamel helps to protect the enamel of your teeth, which can get weaker (or have small dents or fissures) as you age or if just from grinding teeth or daily wear. It contains a ProMinerals™ complex, comprised of
1,500 ppm of fluoride, the highest level of fluoride available in a daily toothpaste without a prescription. While this product can't undo damage, it can help to fortify enamel, and helps protect your teeth from food acids.

The final product, Colgate® PROCLINICAL™ Daily Cleaning, isn't quite reaady for the shelves yet, but we got a sneak peek at this one, too. It is designed to give your teeth that "smooth & clean" feeling you have when your dentist has just cleaned your teeth. This toothpaste contains Prophy Silica™ micro-buffers — an ingredient similar to what dentists use when they're polishing your teeth. While it is a gentle abrasive, it also has stain fighting technology, too.


If this sounds good to you (and it certainly sounded pretty cool to me), the good news is that the first two products are already available at mass retailers , grocery and drug stores nationwide and in some online outlets as well. The PROCLINICAL™ toothpastes have have a suggested retail price of $3.99 (Mass) and $4.49 (Food/Drug).


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