Colgate-Palmolive Introduces Game-Changing Purple Toothpaste

Colgate-Palmolive (India) Limited has launched its latest innovation in the Visible White range, introducing the Visible White Purple toothpaste. This pioneering product, the first of its kind, features Purple optic brighteners designed to neutralise yellow tones in teeth from the very first use, according to clinical studies. It is also proven to be enamel-safe for daily use.

Swati Rao, Director of Oral Beauty and Personal Care Marketing at Colgate-Palmolive (India) Limited, stated, “The beauty and grooming sectors are rapidly expanding in urban India. Young consumers are increasingly seeking personal care products that enhance their appearance. As leaders in Oral Beauty, we recognise the impact a brighter smile can have on one’s beauty routine.”

She further added, “We are thrilled to introduce the Visible White Purple toothpaste, which not only promises a visually striking purple experience but also an instant shine to your smile. Our omni-channel campaign will ensure a seamless brand experience across various consumer touchpoints, positioning this toothpaste as an essential beauty tool for young adults.”

The new toothpaste will be available nationwide through major e-commerce platforms like Amazon, Flipkart, and Nykaa, as well as through leading modern trade chains such as Reliance Retail and Dmart. Additionally, it will be accessible via quick commerce platforms like Swiggy Instamart, Blinkit, and Zepto for fast delivery.

Harsh Shah, Managing Partner at VML, discussed the campaign, stating, “It’s rare to work on a product poised to revolutionise its category. Colgate Visible White Purple is exactly that—a game-changer. It blends beauty with high science, making it a standout product. Our campaign will emphasise the ‘purple cancels yellow’ concept, engaging influencers from beauty, fashion, entertainment, and lifestyle to highlight the toothpaste as the ultimate ‘glow-up hack.’”

Disclaimer: This blog has been written exclusively for educational purposes. The securities mentioned are only examples and not recommendations. It is based on several secondary sources on the internet and is subject to changes. Please consult an expert before making related decisions.