Beiruting - Events - Launch of the New Breakthrough Colgate Total Toothpaste
Apr 2019
Launch of the New Breakthrough Colgate Total Toothpaste
Social Event Le Gray Beirut

New Colgate Total® Toothpaste Designed for Enhanced Protection and Whole Mouth Health

Colgate and NEPCO, member of HOLDAL Group, introduced the new Colgate Total toothpaste during a launch event at Le Gray Hotel, Beirut, to prominent Lebanese dentists, retailers and media representatives as well as bloggers on April 11, 2019.


This new Colgate Total toothpaste will revolutionize everyday oral care and transform the multi-benefit category it created with the introduction of Colgate Total.


Since the launch worldwide, more than 20 years ago of original Colgate Total, the world's first multi-benefit toothpaste, people's view of health has evolved. What had been a focus on avoiding illness and managing problems has become a desire for a holistic approach that enables a full and connected life. When it comes to toothpaste, people are seeking reassurance that they've done the most complete job possible, freeing them to get out there and connect with the world around them.


"Overall wellness is important to everyone, and total self-care means caring for the whole mouth, too," said Dr. Patricia Verduin, Chief Technology Officer, Colgate-Palmolive Company. "We rely on our mouth to eat, drink, speak and laugh, but often neglect areas beyond teeth. Unlike ordinary fluoride toothpastes, the new Colgate Total fights bacteria not just on teeth, but also on tongue, cheeks and gums for 12 hours*, for whole mouth health."


New Colgate Total® delivers on the brand's promise that everyone deserves a future they can smile about. It provides all the benefits of the original formula - excellent protection against plaque, gum problems, stains, tartar, sensitivity and cavities, plus additional new benefits, including:


●        Instant neutralization of odors associated with bad breath

●        Seeking and fighting bacteria for enamel protection

●        New cooling flavors for lasting freshness



Colgate-Palmolive is the global toothpaste leader; its worldwide market share of more than 40 percent is more than double its nearest competitor. Colgate is replacing original Colgate Total following more than a decade of development, including dozens of laboratory and clinical studies. The breakthrough technology, being made available now in Lebanon, has more than 50 patents granted, and over 100 pending patents globally.


"We've tested the new Colgate Total and have received very positive feedback from consumers.  They've loved the new flavor and expressed that it is refreshing and long-lasting. They've felt that the new Colgate Total works in all areas of the mouth, for improvement to their oral health" added Robert Carter, CP NAMET Marketing Director. "By delivering whole mouth health, new Colgate Total ensures that our consumers are totally ready for life."


New Colgate Total will be available in stores in Lebanon starting April 2019.