Colgate introduces Visible White Purple Serum to Indian market
The serum is available in 40ml packs.
INDIA – Colgate has launched its first-ever Visible White Purple Serum in India, marking a significant innovation that blends oral care with beauty enhancement.
This new product is designed as a whitening booster rather than a traditional toothpaste and is infused with purple pigments that work on the principle of Colour Theory to neutralize yellow tones on teeth, thereby instantly whitening smiles.
The Visible White Purple Serum complements the successful Visible White Purple Toothpaste introduced by Colgate in 2024.
Together, these products form a powerful oral beauty duo that brightens teeth and boosts user confidence seamlessly within modern oral care routines.
This approach reflects Colgate’s commitment to transforming everyday oral hygiene into an enjoyable, beauty-enhancing ritual.
Users are encouraged to apply a dollop of the serum evenly on teeth to enjoy immediate colour-correcting effects and a visibly brighter smile.
Ayan Guha, Director of Marketing at Colgate-Palmolive (India), emphasized on the launch, stating, “With the launch of Colgate Visible White Purple Serum, we aim to make oral care meet beauty in the easiest, most effective way.”
“It’s all about giving people the confidence to brighten their smiles on demand, turning everyday oral care into a fun, enjoyable ritual.”
The serum launch is backed by a social-first campaign titled “Pump, Purple, Smile,” engaging creators, influencers, and digital storytelling to amplify the product’s ritualistic appeal.
Colgate-Palmolive (India) Limited, being the market leader in oral care in the country, continues to innovate by integrating sustainability and inclusive workplace values while pursuing profitable growth.
The Visible White Purple Serum represents the brand’s ongoing oral beauty journey to reimagine a healthier, more beautiful future for consumers.
Meanwhile, Colgate-Palmolive recently agreed to change the packaging and marketing of its children’s toothpaste products after the Texas Attorney General, Ken Paxton, criticized the company’s fluoride advertising as “misleading, deceptive, and dangerous.”
The specific misleading claim was that the toothpaste packaging displayed a fluoride content exceeding the recommended amount for children, which could lead to excessive fluoride exposure.
The company will now depict “pea-sized” amounts of toothpaste on packaging and advertisements for children under six, reflecting safe, age-appropriate usage amounts.
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