The fashion of the purple pigments is not only in the shampoos, it gains now the toothpastes! Same principle: remove the yellowing of the teeth, just as we remove the yellowing of the blond hair.
The idea is simple but ingenious. It was enough to think of it!
On the color wheel, purple is directly opposite yellow, which means that once superimposed, the two shades cancel each other out. Purple therefore helps to maintain blond hair since it fights against yellow highlights that gradually take hold. The same principle applies to this new Colgate toothpaste (Max White Purple Reveal, 75 ml, €3.35) which, thanks to its violet pigments, corrects the yellow color that can appear on teeth and eliminates up to 100% of surface stains, all without danger to the enamel (the effect is of course temporary).
Made with 92% naturally derived ingredients, this toothpaste is packaged in a 100% recyclable tube made of HDPE (high density polyethylene) mono-material, an innovation implemented by the group since 2019 and which required five years of R&D.
And to smile with confidence over time, the product features new Colgate technology that provides a fresh feeling for up to twice as long (compared to the previous Max White range, 55 minutes).
