When I was a youngster, toothpaste was a mundane product which principally claimed to strengthen enamel (‘tooth toughener’) and prevent tooth decay (a ‘proven decay fighter’). The sweet Mrs Marsh also once said that only your dentist can give your teeth a better fluoride treatment.
Over the years since, toothpaste has morphed into a product which has near miracle properties, including (courtesy of the Colgate website)
- 4x greater remineralisation
- Blocks the exposed channels from damaged enamel that lead to sensitive tooth nerves
- Breakthrough formula offers whiter teeth in 3 days^ just by brushing
- Builds a long-lasting protective barrier that acts like a seal against sensitivity†
- Clean mint flavour
- Clinically proven amino acid formula with Pro-Argin® technology to provide sensitivity relief
- Clinically proven to prevent tooth decay by fighting the no. 1 cause of cavities: sugar acids in plaque
- Contains twice the whitening ingredient* for stronger, faster, whiter results.
- Features a unique whitening formula specifically designed for sensitive teeth
- Fights bacteria for 12 hours
- Fights bad breath
- Fights cavities and freshens breath
- Freshens breath
- Gentle enamel safe formula is safe for daily use and helps prevent tartar
- Gently removes stains and helps restore the natural whiteness of your teeth
- Gently removes surface stains and promotes naturally white teeth
- Goes beyond surface stain removal to deeply whiten teeth with the whitening ingredient dentists use, hydrogen peroxide
- Great tasting original mint flavor freshens breath
- Medically-diagnosed gingivitis
- Prevents cavities
- Prevents tartar build-up
- Protects gums
- Provides instant sensitivity relief when massaged directly on each sensitive tooth for one minute
- Provides instant sensitivity relief when massaged directly on tooth for one minute
- Provides superior sensitivity relief to many other sensitive toothpastes with whitening benefits
- Reduces early decay by half*
- Removes plaque
- Removes plaque with brushing and prevents tartar build-up
- Removes stains
- Repairs the sensitive areas of teeth with an exclusive Pro-Argin® formula
- Results in 20% greater reduction in the prevalence of new cavities
- Seals channels to prevent† sensitivity from coming back
- Smarter whitening using CalSeal™ technology to fortify the mineral barrier, while effectively removing surface stains for whiter and shinier teeth
- Soothes and desensitises nerve endings in teeth for long-term sensitivity pain relief when used regularly
- Strengthens and remineralises tooth enamel and protects against cavities
- Strengthens and restores the enamel to help prevent cavity formation.
- Strengthens enamel
- Strengthens tooth enamel and protects against cavities
- With regular use, Colgate® Sensitive Pro-Relief™Repair & Prevent helps to strengthen gums and improve their overall health
(courtesy of the Oral B website)
- Builds a therapeutic layer that blocks micro-channels with the first brushing.
- Contains no sugar
- Cool mint flavor with extra coolant for long-lasting freshness
- Enamel safe formula
- Fights tartar & cavities with fluoride
- Helps prevent from future stains
- Innovative stain dissolving particles unlock trapped surface stains on teeth and protect against new stains
- It promotes healthy gums by fighting plaque bacteria along the gumline, slowing its re-growth
- Oral-B’s fastest and most advanced whitening technology
- Innovative stain dissolving particles unlock trapped surface stains on teeth and protect against new stains
- Oral-B® Gum Care & Extra Fresh promotes healthy gums by fighting plaque bacteria along the gumline and slowing its re-growth whilst addressing the root cause of bad breath.
- Oral-B® Gum Care & Sensitivity Repair promotes healthy gums by fighting plaque bacteria along the gumline and slowing its re-growth whilst forming a therapeutic layer around the tooth to repair painful sensitivity and prevent future causes of sensitivity.
- Refreshes your breath
- Relieves Sensitivity Pain And Revitalises Your Gums
- Removes up to 100% of surface stains in 3 days
- Revitalises Your Gums in 2 Weeks And Fights The Root Cause of Bad Breath
- Strengthen the teeth
- Strengthens & rebuilds tooth enamel below the surface
- Polishes away surface stains with micro-cleansing teeth whiteners
- The invigorating sensation of the paste leaves the mouth feeling fresh and clean after use.
- The stannous fluoride re-mineralise enamel where it’s weakened to protect
- Uses enamel-safe ingredients
- Whitens teeth in 3 days
Oral B seems to go even further by suggesting that some of their toothpastes might even replace the services offered by a dentist. The Oral B Pro-Health toothpastes marketing material states…
Advance to Healthier Gums and Stronger Teeth from Day 1* with Oral-B Pro-Health. Oral-B Pro-Health Toothpaste includes 7 advanced benefits that help protect areas dentist check most:
• Cavities
• Gum Health
• Plaque
• Tartar
• Whitening
• Freshens Breath
• Acid Erosion
(note: there are other toothpaste manufacturers, but Oral B and Colgate products seem to dominate the retail shelves where toothpaste is sold)
So, in about 40 years toothpaste has gone from the ugly ducking to the beautiful white swan.
Can all the claims made by the toothpaste manufacturers be true or is it based on things associated with toothbrushing (e.g. using a toothbrush rather than a specific benefit of toothpaste)?
Having a look at the ingredients (for example Oral B and Colgate) on the boxes are not unique to one particular toothpaste making a specific claim, but are used over many different toothpaste products by the same manufacturer.
Have the manufacturers been clever in marketing different toothpaste products with different labelling which in effect do the same thing?
Some of the claims may also be concerning such as ‘Fights bacteria for 12 hours’.
What happens to my good mouth bacteria which has known benefits…will it also be fought by the toothpaste and cause problems?
What do you think, are the claims made by the toothpaste manufacturer’s true or are they full of hot air…and are you concerned with some of the claims made?