Colgate Total® Sets a New Standard in Comprehensive Oral Care with the Launch of the Active Prevention System

Combining scientific innovation with clinically proven results, the newly reformulated toothpaste, innovative toothbrush and mouthwash are 15x more effective at fighting the root cause of many oral health problems*

NEW YORK, Feb. 11, 2025 /PRNewswire/ -- Colgate-Palmolive is reimagining oral health with the launch of the Colgate Total® Active Prevention System, a revolutionary three-product system designed to empower consumers to take control of their oral health with a preventative solution. The system includes a reformulated toothpaste, state-of-the-art toothbrush and mouthwash that work together to effectively fight and reduce bacteria.

The Colgate Total® Active Prevention System represents the next evolution in oral health, delivering scientifically proven, preventative solutions for a healthy smile. Supported by cutting-edge science, this innovative system is 15x more effective at fighting the root cause of many oral health problems.*

"Oral health is a critical part of overall health, yet 45% of people worldwide suffer from oral diseases and are often unaware of their connection to other health issues and overall well-being," said Paul Finch, Senior Oral Care Director - North America. "At Colgate, we're reimagining a healthier future for everyone, and that starts with preventative oral health. By combining scientific innovation with clinically proven results, the new Colgate Total® Active Prevention System is a crucial step in helping consumers take charge of their oral care routine."

Together, these three products empower people to Be Dentist Ready, helping prevent oral health problems like gingivitis and cavities before they start. The system includes:

• Colgate Total® Active Prevention Whitening Toothpaste: The newly reformulated toothpaste with patented technology stabilizes the active ingredient stannous fluoride, which helps prevent sensitivity, reduce plaque bacteria, fight cavities, and prevent gingivitis.
• Colgate Total® Active Prevention Foaming Clean Toothbrush: Designed with over 5,000 high-density bristles and rapid foaming action, this toothbrush reaches deep along the gumline and between teeth to remove bacteria.
• Colgate Total® Active Prevention Mouthwash: Utilizing the active ingredient Cetylpyridinium Chloride (CPC), this powerful mouthwash helps provide 24-hour antibacterial protection with twice daily use, combined with Zinc technology for an additional layer of malodor protection.

"Consumers are prioritizing preventative health more than ever by focusing on getting ahead of problems before they start so they can lead active, healthy lifestyles. At Colgate, we are continuously investing in research and development to bring consumers breakthrough preventative oral health technology that delivers on their needs," said Sergio Leite, Executive Vice President of Global R&D - Oral Care. "The Colgate Total® Active Prevention System is designed to offer people an effective daily prevention routine that addresses bacteria, the root cause of many oral health problems like gingivitis and cavities, to name a few."

The Colgate Total® Active Prevention System is available at retailers nationwide including Walmart, Amazon and CVS.

• Colgate Total® Active Prevention Mouthwash MSRP: $4.99 (1L)
• Colgate Total® Active Prevention Foaming Clean Manual Toothbrush MSRP: $4.99 (1pk), $8.99 (2pk)
• Colgate Total® Active Prevention Toothpaste MSRP: $4.99 (5.1oz)

To learn more about the Colgate Total® Active Prevention System, visit www.colgate.com/en-us/colgate-total or follow us on YouTube, Instagram, TikTok and Facebook.

About Colgate-Palmolive

Colgate-Palmolive Company is a caring, innovative growth company that is reimagining a healthier future for all people, their pets and our planet. Focused on Oral Care, Personal Care, Home Care and Pet Nutrition, we sell our products in more than 200 countries and territories under brands such as Colgate, Palmolive, elmex, hello, meridol, Sorriso, Tom's of Maine, EltaMD, Filorga, Irish Spring, Lady Speed Stick, PCA SKIN, Protex, Sanex, Softsoap, Speed Stick, Ajax, Axion, Fabuloso, Murphy, Soupline and Suavitel, as well as Hill's Science Diet and Hill's Prescription Diet. We are recognized for our leadership and innovation in promoting sustainability and community wellbeing, including our achievements in decreasing plastic waste and promoting recyclability, saving water, conserving natural resources and improving children's oral health through the Colgate Bright Smiles, Bright Futures program, which has reached approximately 1.7 billion children and their families since 1991. For more information about Colgate's global business and how we are building a future to smile about, visit www.colgatepalmolive.com.

*such as gingivitis and cavities by reducing bacteria buildup in 6 weeks starting in week 1 when used together, vs non-antibacterial fluoride toothpaste and flat trim toothbrush

SOURCE Colgate