Colgate plans ‘receding gums’ toothpaste launch

Colgate-Palmolive is gearing up for the multi-million pound launch of a toothpaste that it claims tackles the problem of receding gums.

Aimed at consumers over 40, Colgate Time Control launches next month, backed by a television and press campaign created by Rainey Kelly Campbell Roalfe/Y&R.

The product contains vitamin E, which Colgate says penetrates the gums and acts as an antioxidant to neutralise the free radicals associated with tissue damage. It claims Time Control’s formula strengthens gums by 73% and prevents further receding.

The launch comes as rival GlaxoSmithKline prepares to introduce a premium product under its Aquafresh brand – Aquafresh White&Shine. It contains “micro-buffing” particles that GSK claims polish away stains and imperfections, improving both whiteness and shine.

The pharmaceutical giant is supporting the product with a major TV campaign, created by Grey Worldwide.

White&Shine is the first Aquafresh variant to feature the brand’s new logo and packaging, developed by London-based agency Slice Design. The logo is being introduced across the entire Aquafresh range.

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