Colgate launches alcohol-free mouthwash

Colgate is launching an alcohol-free mouthwash under its Chlorohex medicated mouthwash brand. It will be sold initially though dentists, but a full consumer launch into grocery channels is planned for January.

The launch is a response to growing consumer demand for products without alcohol, according to Trevor Bradford, director of branding and communications agency Creative Leap, which developed the brand positioning, packaging and trade advertising.

The active ingredient in Chlorohex is chlorhexidine gluconate, an antiseptic and antibacterial compound commonly used in mouthwashes intended to kill plaque and other mouth bacteria and in the treatment of gum diseases such as gingivitis.

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