Colgate-Palmolive India launched a toothpaste with first of its kind technology

FMCG/NEW LAUNCH

Colgate revolutionizes Oral Care with

Maximum Cavity Protection plus Sugar Acid Neutralizer^TM

Colgate-Palmolive (India) Limited, the market leader in Oral Care, launched a toothpaste with first of its kind technology – Colgate Maximum Cavity Protection Plus Sugar Acid Neutralizer ^TM.

Today, ever changing food habits and every day foods are increasingly leading to the prevalence of caries. There was a crying need to address this problem arising from sticky and sugary foods. The breakthrough technology of Sugar Acid Neutralizer^TM provides the solution for the biggest cause of cavities – Sugar Acids.

Colgate showcased its latest technology at this forum, creating an interactive segment between Dr. Sandesh Mayekar eminent dentist from Mumbai, and Lara Dutta, a well-known Bollywood actress in her role as a mother concerned about the dental health of her daughter.

On the occasion, Ms. Prabha Parameswaran, Managing Director, Colgate-Palmolive (India) Limited, said“I am excited about our latest offering. A recent research revealed that 7 out of 10 children in India suffer from cavities. It is the number one oral care problem that consumers face in India today. The key reason for prevalence of cavities is the changing food habits. We now have a solution to this biggest problem in oral care, with Colgate Maximum Cavity Protection Plus Sugar Acid Neutralizer ^TM.”

Elaborating about this innovation, Dr. Shashank Potnis, Director, India Global Technology Centre, Colgate-Palmolive said, “At Colgate, it is our continuous endeavor to offer consumers the leading edge innovative dental solutions for better oral health. Launch of Colgate Maximum Cavity Protection plus Sugar Acid Neutralizer^TM is one such step in this direction. It is a technological breakthrough in dental science based on the extensive scientific research conducted over a period of 8 years. This technology makes use of Arginine, an amino acid, also found in saliva and Fluoride, the clinically proven anti-cavity agent. It works in two ways. It neutralizes the harmful sugar acids, the main cause of cavity formation, while making teeth stronger with Fluoride. Various long term clinical studies have been conducted to prove anti-cavity benefits of this technology.”

Former Miss Universe and doting mother Lara Dutta said, “Colgate and oral care have been synonymous for years. I am delighted that Colgate launched an innovative solution for the biggest oral care problem like cavities. It indeed got me worried to learn that our daily and modern day foods contribute to cavities. With Colgate Maximum Cavity Protection plus Sugar Acid Neutralizer ^TM, I am now assured that my family and I can fight cavities.”

Launching Colgate Maximum Cavity Protection Plus Sugar Acid Neutralizer^TM across India, the toothpaste will be available at a price of Rs. 94/ for 200 gms and Rs. 48/ for 100 gms. A complete 360 degree campaign encompassing TV, online, print and outdoor will be activated across the country.

About Colgate-Palmolive (India) Limited

Colgate-Palmolive (India) Limited is India’s leading provider of scientifically proven oral care products with multiple benefits at various price points. The range includes toothpastes, toothpowder, toothbrushes and mouthwashes under the “Colgate” brand, as well as a specialized range of dental therapies under the banner of Colgate Oral Pharmaceuticals. These have become an essential part of daily oral hygiene and therapeutic oral care in India. The Company also provides a range of personal care products under the ‘Palmolive’ brand name. Colgate has been ranked as India’s #1 Most Trusted Brand across all categories for four consecutive years from 2003 to 2007 and in 2011, 2012 and 2013 by Brand Equity’s Most Trusted Brand Survey. It is the only brand to be in the top three from 2001-2013. 
For more information about Colgate’s business and products, please visit www.colgate.co.in