Colgate-Palmolive launches new purple toothpaste – but is it reliable?

Colgate-Palmolive have launched what they are calling an “innovative new toothpaste”, with purple optic brighteners designed to bleach and neutralise yellow stains.

The product forms part of their Visible White range, and has been touted as a pioneering paste which, according to their clinical studies, is effective and enamel-safe from its first use.

The Visible White Purple toothpaste is claimed to deliver an instant shine to any smile with a visually striking purple aesthetic that neutralises yellow colouring. Swati Rao, the director of Oral Beauty and Personal Care Marketing at the India-based toothpaste manufacturer, said that with the expansion of the beauty and grooming sectors, young people are increasingly turning to tooth care products to enhance their appearance, image and overall smile.

For its part, the wider dental industry doesn’t yet consider purple toothpaste to be a long-term tooth whitening solution. While there are aesthetic benefits, purple toothpaste isn’t proven to whiten your teeth on a permanent basis – largely because it doesn’t infiltrate teeth, remove debris or eliminate stains, which can appear as a consequence of eating and drinking. This is why experts don’t recommend purple toothpaste as a mechanism for cavity prevention or enhanced oral health.

If you require further information on specialist toothpastes and teeth whitening techniques that effectively eradicate stains, contact our team at Art of Dental Care today. Our services include dentures, dental implants and veneers in Chester, and we cater to clients across Cheshire and North Wales.