MALAYAN COLLEGES LAGUNA

English for Academic and Practical Purposes

Critique Paper

A Critique on

Colgate® Total® Advanced Whitening Toothpaste

Colgate Advanced Whitening Toothpaste, with a newly-developed dual-silica technology

embedded in the product to prevent new surface dental stains, was manufactured in 2013 by Colgate-
Palmolive Company (Colgate, n.d.). It is recommended for individuals aged six years and older, as the use
of antiplaque and antigingivitis in children below six years old is not yet proven (SmartLabel, 2018).
Overall, the toothpaste is affordable for its price (₱98.00) as it has been verified to have an amiable texture
and distinguished cleaning efficiency for non-smokers; however, it failed to decrease dental sensitivity.

Fig. 1. Colgate® Total®: Advanced whitening toothpaste

Summary of Findings

The quality of Colgate Advanced Whitening Toothpaste was evaluated based on three standards:
texture, alleviation to sensitivity, and cleaning effectiveness. The texture, which was described as coarse,
thick, smooth, and spearmint-scented, corresponded with the preference of the patients. In spite of this, the
toothpaste did not lessen oral sensitivity as it was found out that it had no effect on gum sensitivity, but
instead, worsened the state of teeth sensitivity. Nevertheless, it is proven to efficiently clean the teeth of
non-smokers, although there are some considerations such as having triclosan, a cancer-causing agent, in
its ingredients.

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MALAYAN COLLEGES LAGUNA
English for Academic and Practical Purposes
Critique Paper
In the process, five patients have been asked to test the product within two days under
comprehensive examination by three dentists. Two of the five patients, in which one patient is a smoker
and the other patient has oral sensitivity, were selected to test the cleaning effectiveness and alleviation to

sensitivity criteria, respectively. All of the experiments conducted in each criterion consist of brushing their
teeth using the product twice a day.

Texture

Texture is evaluated based on firmness, softness, and external characteristics of the foam. The scent
of the foam was also documented. Determining the texture and its consistency are only a partial detail to
the total usage of Colgate Advanced Whitening Toothpaste. Nevertheless, it is still important to know
whether the texture of the toothpaste is convenient to the person using it.

From squeezing the toothpaste out of the tube up to its usage, its texture was observed to be thick,
pliable, coarse, and spearmint-scented all throughout its usage to patients. After exactly twelve seconds of
brushing, the micro-cleaning crystals, which caused the grainy effect in the texture, gradually dissipated
and formed miniscule bubbles. Furthermore, the “minty” flavor given off by the foam was strong which
caused a slight burning sensation in the mouth. On the whole, the patients who empirically tested the
product reported that the texture met their preferences. It was also noted that the thickness of the texture
was able to penetrate into inner regions between the teeth that effectively removed plaques.

Because of low abrasiveness, it has a smooth surface which impedes unnecessary enamel wear
(Best Products India, 2017). Furthermore, the presence of humectants - sorbitol and glycol - encloses the
water in the toothpaste (Dalley, 2014). These chemicals enabled the examiners, while pressing the tube, to
take note of its smooth, velvety composition that came out. More importantly, the ingredients contained in
this product, such as Sodium Lauryl Sulfate, Cellulose Gum, Cocamidopropyl Betaine and PEG-12, makes
the texture smooth and soft. However, if the toothpaste is used improperly, certain side effects (skin
irritation, addiction, etc.) could emerge because of the toxicity of the ingredients found in the texture (Minty
Fresh, n.d.).

Alleviation to sensitivity

The capability of the toothpaste to lessen dental sensitivity is determined by the concentration of
desensitizing ingredients. To assess this criterion, Colgate Total Advanced Whitening toothpaste was tested
with a patient that had sore gums and sensitive teeth. The patient accounted, after using the toothpaste for
two days, that the gum sensitivity did not react with the toothpaste. However, the sensitivity in the teeth
worsened, especially when exposed to severe temperatures (hot and cold). Therefore, due to the absence of
potassium nitrate and strontium chloride in its ingredients, it is not formulated to desensitize teeth
(Burhenne, 2018b).

Cleaning Effectiveness

Cleaning effectiveness is assessed based on abrasion and stain removal characteristics. Colgate
claimed that the product can remove four-fifths of surface stains (Colgate, n.d.). What the dentists did to

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MALAYAN COLLEGES LAGUNA
English for Academic and Practical Purposes
Critique Paper
prove its cleaning effectiveness was that pictures of the teeth of the patients before and after using the
product were captured. After analyzing the pictures, they discovered that the toothpaste not only removed
surface stains but also intrinsic stains (plaque, teeth discolorization, etc.) due to its thick texture that could
enter the area between teeth. The two-day experiment was also conducted with a smoker, who was
instructed to use the toothpaste twice per day. After the experiment was accomplished, the strong minty
flavor of the toothpaste did not manage to remove remains from cigarette and the “garlic” smell.

Colgate Total Advanced Whitening toothpaste has high cleaning efficiency for non-smokers since
it contains active (sodium fluoride and triclosan) and non-active ingredients (hydrated silica and sodium
lauryl sulfate) which mainly focus on preventing and reducing dental cavity, gingivitis, plaque, debris and
bacteria, and polishing the teeth afterwards (SmartLabel, 2018). What is alarming is the appearance of
triclosan, a cancer-causing agent that is banned in soaps, in its manufacturing ingredients. Although Food
And Drug Administration (FDA) announced in 1997 that “having triclosan in Colgate toothpastes is not
harmful”, recent studies have shown that it can potentially modify the functions of oral hormones and upset
the “delicate balance” of bacteria in the mouth which could result to appalling breath and dry mouth
(Burhenne, 2018a; McMillen, 2018).

Conclusion and Recommendation

All of the patients preferred the texture of Colgate Advanced Whitening Toothpaste. The thickness
aspect of the foam was noted of its capability to go through the regions between the teeth which could
remove intrinsic stains. Also, the abrasiveness was not highly-concentrated to cause excessive enamel wear.
The toothpaste was also determined to have a negative effect on dental sensitivity as it aggravated when
exposed to extreme temperatures. Its cleaning power, on the other hand, was observed to be only effective
for non-smokers as it could not remove cigarette remnants and “garlic smell” from the teeth.

Colgate-Palmolive Company should add chemical components that can reduce teeth sensitivity,
such as potassium nitrate and sodium chloride, and remove cigarette stains. Additionally, the company
should lessen the amount of toxic ingredients such as fluoride, triclosan and other artificial sweeteners to
prevent the onset of side effects. Most importantly, the company should reconsider having triclosan as one
of the chemical constituents of the product as it will have users vulnerable to critical health risk.

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MALAYAN COLLEGES LAGUNA
English for Academic and Practical Purposes
Critique Paper
A critique by:

_____________________________

Icon Ysavel P. Almeria

_____________________________

Emmanuel Patrick C. Letun

_____________________________

David Genesis C. Pedeglorio

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MALAYAN COLLEGES LAGUNA
English for Academic and Practical Purposes
Critique Paper

List of References

Best Products India. (2017, July 27). Colgate Total Advanced Whitening Toothpaste Review. Retrieved
from https://www.bestproductsindia.in/review/colgate-total-advanced-whitening-toothpaste-
review/

Burhenne. (2018a, May 18). Is Triclosan in Colgate Total Safe? Retrieved from
https://askthedentist.com/is-triclosan-toothpaste-safe/

Burhenne. (2018b, July 2). How Does Desensitizing Toothpaste Work? Retrieved from
https://askthedentist.com/how-does-desensitizing-toothpaste-work/

Colgate. (n.d.). Colgate® Total® Advanced Whitening Toothpaste. Retrieved from

https://www.colgate.com/en-us/products/toothpaste/ct-advanced-whitening

Colgate-Palmolive Company. (2011). 2010 Annual Report. Retrieved from

http://investor.colgatepalmolive.com/static-files/1844f993-92bd-45cd-b6cc-abe23cbfcb92

Dalley, E. (2014, July 24). Toothpaste: What’s the difference? Retrieved from
https://www.choice.com.au/health-and-body/dentists-and-dental-care/dental-
products/articles/toothpaste-whats-the-difference

McMillen, M. (2018, July 5). Banned from Soap, Is Triclosan in Your Toothpaste? Retrieved from
https://www.webmd.com/beauty/news/20180705/banned-from-soap-triclosan-in-toothpaste

Minty Fresh. (n.d.). Colgate Toothpaste Ingredients. Retrieved from https://minty-fresh.com/toothpaste-

articles/colgate-toothpaste-ingredients

SmartLabel. (2018, July 25). Colgate Total Advanced Fresh + Whitening Gel Toothpaste. Retrieved from
https://smartlabel.labelinsight.com/product/4051765/usage

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