15 August 2023

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Colgate Total encourages people to be 'Totally Honest' with their dentist

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Being totally honest during dental checkups can be challenging, especially when it comes to topics like flossing, sugar intake and toothbrush replacement. In fact, 82% of people admitted to lying to their dental professional, with more than half or 54% saying they lie at least somewhat often.

That is why Colgate launched Totally Honest, an initiative inviting people to come clean about their oral care habits and learn about a solution that can help them take control of their oral health. The company announced the initiative in a Aug. 2 news release. 

Dental anxiety is common, and most people are concerned about plaque, the root cause of many oral health problems like bad breath, cavities and gingivitis. By brushing daily with Colgate Total Plaque Pro-Release, consumers can reduce and prevent plaque bacteria between dentist visits, with the goal of feeling more confident going into their next appointment, eliminating the need for excuses.

Colgate is partnering with actress, singer, entrepreneur and mom Ashley Tisdale to share her tips for managing dental anxiety and staying dentist-ready between appointments.

"As a mom who is passionate about wellness, being proactive about my health is super important to me, but visiting the dentist isn't exactly my favorite thing," said Ashley Tisdale in the news release. "I am no stranger to dental anxiety, which is why I'm excited to have a toothpaste that I can trust to do a good job. By incorporating Colgate Total Plaque Pro-Release into my daily routine, I feel confident being totally honest with my dentist, knowing I am doing what I can to get ahead of oral health problems before they start."

To celebrate the initiative, Colgate hosted a pop-up at the Flatiron Plaza in New York City in early August. The event offered a safe space for people to anonymously admit lies they've told their dentist. In return, they received a complimentary sample of Colgate Total Plaque Pro-Release and a chance to win a year's supply of products and a $400 gift card.

"Less than one-third of people feel very confident going to the dentist," said Salma Kaddouri, integrated marketing and communications lead, Colgate-Palmolive. "At Colgate, we are determined to increase those odds by helping people feel more prepared for their appointments so they can be totally honest."

Colgate Total Plaque Pro-Release is a new innovative toothpaste that significantly reduces harmful plaque bacteria, resulting in 2X less gum-harming plaque. Developed by Colgate scientists, the product offers long-lasting 24-hour antibacterial protection.

To learn more visit www.colgate.com/colgate-total-plaque-pro-release. 

About Colgate-Palmolive

Colgate-Palmolive Company is a caring, innovative growth company reimagining a healthier future for all people, their pets and our planet. Focused on Oral Care, Personal Care, Home Care and Pet Nutrition, the Company sells its products in more than 200 countries and territories under brands such as Colgate, Palmolive, elmex, hello, meridol, Sorriso, Tom's of Maine, EltaMD, Filorga, Irish Spring, PCA Skin, Protex, Sanex, Softsoap, Speed Stick, Ajax, Axion, Fabuloso, Soupline and Suavitel, as well as Hill's Science Diet and Hill's Prescription Diet. The Company is recognized for its leadership and innovation in promoting sustainability and community wellbeing, including its achievements decreasing plastic waste, saving water, reducing waste, promoting recyclability, conserving natural resources and improving children's oral health through its Bright Smiles, Bright Futures program, which has reached more than 1.4 billion children since 1991. For more information about Colgate's global business and how the Company is building a future to smile about, visit www.colgatepalmolive.com.