Colgate Optic White teams with celeb makeup artist to launch new Radiant toothpaste

NEW YORK — Colgate Optic White is launching the newest addition to its portfolio, the company announced Monday. Radiant toothpaste by Colgate Optic White contains a new premium formula to go beyond the surface to whiten teeth inside and out, the company said. 

 

As part of the launch, Colgate Optic White is teaming up with makeup artist Mario Dedivanovic. 

 

“The launch of Radiant Toothpaste by Colgate Optic White represents our continued growth as a premium oral care beauty brand to help women achieve a radiant white smile,” Colgate-Palmolive VP and GM, North American oral care marketing, Bill Van de Graaf said. “We are excited to partner with Mario given his deep beauty expertise and passion for helping women everywhere feel beautiful inside and out.”

 

Dedivanovic kicked off his partnership with the brand by hosting an Instagram Live session on how to bring out inner radiance through a person’s smile. 

 

 “My job is to enhance a woman’s looks based on her best features, and I’m a firm believer that a big part of that beauty and radiance comes from within and is best expressed with a show-stopping smile,”Dedivanovic said. “It all starts with having the right beauty tools like the new Radiant Toothpaste by Colgate Optic White so every day you are ready to shine.”