Colgate Total - Novel Approach to Advanced Cleaning and Whitening Performance

Objective: To develop a dentifrice with superior cleaning and whitening efficacy compared to a marketed whitening toothpaste, while also providing benefits against caries, plaque, gingivitis, tartar and oral malodor. The approach was to incorporate a new generation silica cleaning system with triclosan/co-polymer/NaF in the Colgate Total Advanced toothpaste. As the physicochemical properties of the next generation silica system differ from conventional silica toothpaste, care was taken to match key rheological parameters, while providing superior cleaning/whitening benefits. Methods: Static and dynamic rheological properties of the toothpaste were measured using AR-1000 rheometer from TA Instruments. A consumer test was also conducted to assess acceptability after using the products at home for 4 days. Whitening efficacy was measured in a 6-week clinical study using Lobene Index. All clinical and consumer data were analyzed for significance using Analysis of Variance (ANOVA). Results: Key rheological properties, such as the storage modulus, G', and the tangent delta over the frequency range (0.01 to 100 rad/sec) were maintained by rebalancing thickening agents. In the home use test (HUT), the test product showed significantly higher consumer ratings on clean related attributes at the 90% confidence level when compared to control toothpaste without the novel silica system. It also provided statistically significantly greater stain reduction (p<0.05) in both area [29%] and intensity [30%] when compared to a currently marketed whitening toothpaste after six weeks of product use. Conclusions: Colgate Total Advanced toothpaste was formulated to have optimal rheological properties, while providing enhanced tooth cleaning/ whitening benefit based on both clinical and consumer test studies.