Introducing the Next Generation of Colgate Total® Toothpaste

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Colgate® recently unveiled the Next Generation of Colgate Total® at the Jacob K. Javits Convention Center during this year’s Greater New York dental meeting, providing an exclusive first look for dental professionals well before the scheduled consumer launch set for early 2019.

The professional introduction was designed to thoroughly educate dental professionals about the added benefits of new Colgate Total®SF. The company offered Colgate booth visitors numerous onsite snackable information and materials such as product samples, animated tours that detailed the advanced new formula, and interviews with “Whole Mouth Health” experts from the company. One of the goals of the professional campaign was to help prepare dental professionals with a variety of tools in order to educate patients on how the new toothpaste can help in achieving whole mouth health.

New Colgate Total®SF contains a new stannous fluoride formula stabilized with zinc phosphate that fights plaque-causing bacteria on 100% of mouth surfaces*1 including teeth, tongue, cheeks, and gums, providing the ideal preventive solution for whole mouth health. Stabilizing stannous fluoride with zinc phosphate also helps eliminate staining, which has been a problem with stannous fluoride products in the past.

Colgate Total®SF effectively fights harmful bacteria while protecting against bacterial repopulation, significantly reducing the overall bacterial load while creating a protective barrier that helps shield against attachment and regrowth. In development for more than a decade, the unique formula of new Colgate Total®SF is the subject of 28 granted patents and 95 pending patent applications.

Offering comprehensive benefits for the whole mouth, the new advanced formula found in new Colgate Total®SF addresses all indications of the original Colgate Total® including plaque, gingivitis, caries, stain removal/whitening, and calculus. Yet new Colgate Total®SF delivers even more benefits than ever before to help patients achieve superior whole mouth health.

Specifically, ongoing clinical testing of new Colgate Total®SF shows superior reductions vs. ordinary non-antibacterial toothpaste in:

  • Plaque
  • Gingivitis
  • Calculus

What’s more, Colgate Total®SF now provides additional new benefits:

  • Sensitivity relief
  • Enhanced enamel strength
  • Odor neutralization

“The advanced fluoride formula of Colgate Total®SF offers significant advantages versus ordinary fluoride toothpaste, and still retains all of the benefits that dental professionals already love about our original Colgate Total,” remarked Dr. Barbara Shearer, Director of Scientific Affairs for Colgate. “Our advanced fluoride formula provides multiple benefits for the whole mouth. These attractive features combined with a great taste make Colgate Total®SF a great tool to empower dental professionals and patients striving to achieve whole mouth heath.”

*Statistically significant greater reduction of cultivable bacteria in saliva and on tongue, teeth, cheeks, and gums with new Colgate TotalSF vs non-antibacterial fluoride toothpaste after 8 weeks, 12 hours after brushing.

Reference: 1. Colgate Clinical Report 20180316BAC

About Colgate-Palmolive

Colgate-Palmolive is a leading global consumer products company, tightly focused on Oral Care, Personal Care, Home Care, and Pet Nutrition. Colgate sells its products in over 200 countries and territories around the world under such internationally recognized brand names as Colgate, Palmolive, Mennen, Softsoap, Irish Spring, Protex, Sorriso, Kolynos, elmex, Tom’s of Maine, Sanex, Ajax, Axion, Soupline, and Suavitel, as well as Hill’s Science Diet and Hill’s Prescription Diet. For more information about Colgate’s global business, visit the Company’s website at To learn more about Colgate Bright Smiles, Bright Futures®, Colgate’s global oral health education program, please visit