Colgate Launches At-Home Whitening System

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Colgate Launches At-Home Whitening System

By Cyndi Loza - 11/05/2019

Colgate-Palmolive's new at-home LED whitening device promises to turn teeth six shades whiter in 10 days. 

The Colgate Optic White Advanced LED whitening kit comprises a rechargeable mouthpiece device, charging case and 10-day supply of teeth whitening serums (see video below). Similar to a professional whitening treatment, the system employs patented technology and blue LED lights to effectively activate and lift stains quickly, according to a media release from the brand. Colgate boasts that by using the treatment for 10 minutes a day for 10 days it can remove decades of wine and coffee stains to provide a brighter, whiter smile. Available via, the whitening kit is priced at $185 or, if consumers opt in for the serum refill subscription service, $145. A 10- or 5-day supply of Colgate Optic White serum refills are sold separately for $49 and $29, respectively. The whitening kit has also been spotted on

"What makes this product unique is the combination of its performance and ease of use," said John Kooyman, Colgate-Palmolive chief marketing officer, in a media release. "We're proud to offer the clinically proven guarantee of whitening teeth that are up to six shades whiter in just 10 days. Many at-home whiteners are cumbersome, complicated or ineffective, but with our introduction, we bring to the market a product that is both easy to use and highly effective."

The device was designed with a rechargeable battery to allow for a consistent power outlay, ensuring the LED light panel, containing more than 700 micro lights, is always running at an optimal wavelength for effective performance. The non-UV blue light level accelerates the whitening power by 190% of the 9% hydrogen peroxide, which is the same whitening ingredient used by dentists. To use the treatment, consumers dispense a vial of the whitening gel on the top and bottom sections of the Colgate mouthpiece device. Once inserted and powered on, the LED lights are activated and the whitening process begins. The device beeps halfway through, at the five-minute mark, and again when complete. To achieve optimal results, according to the brand, this process should be repeated for 10 straight days.

"We've spent the past five years perfecting the LED device and treatment system," said Hallie Strotman, Colgate R&D, in the release. "Every element of the finished product had to meet our criteria of being well-designed, comfortable and most importantly, deliver the whitening results today's discerning consumer demands."