Colgate Optic White, Sheryl Crow partner on Renewal toothpaste launch

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Colgate Optic White, Sheryl Crow partner on Renewal toothpaste launch

By Gisselle Gaitan - 03/09/2020

Colgate Optic White is expanding its portfolio of oral care offerings.

To launch its new Optic White Renewal toothpaste, the brand is partnering with musician Sheryl Crow to help spread the word.

Containing 3% hydrogen peroxide, which is the highest amount recommended whitening ingredient available in toothpaste, the product looks to aid in the removal of 10 years of yellow stains when brushing twice a day for four weeks, the company said.

As part of their partnership with Crow, the musician participated in a media day in New York City where the focus was on how the evolution of technology has affected her both personally and professionally.

“Over the years I've always sought out what's best for me and I love innovative products that help my self-care routine,” Sheryl Crow said. “One of my favorite products right now is the new Colgate Optic White Renewal toothpaste. It's such a game-changer — in just one month it removes 10 years of yellow stains by simply brushing your teeth twice a day! Now I can rest assured that I will look and feel my best when performing on stage.”

Available in three variants — high impact white, enamel strength and lasting fresh — each Colgate Optic White Renewal toothpaste is gluten-free, vegan and sugar-free, the company said.

“People want to turn back time and rediscover their glowing smiles from 10 years ago,” Greg Ross, general manager, North America oral care, said. “New Colgate Optic White Renewal is our biggest whitening toothpaste innovation in a decade, and we are thrilled to provide a powerful and convenient at-home solution to brighten people's smiles.”

Shoppers can find the new Colgate Optic White Renewal toothpaste launch at most major retailers nationwide.