Colgate’s at-home whitening system brightens pearly whites

Colgate had debuted its new at-home whitening system.

The brand’s new Optic White Advanced LED Whitening Treatment looks to whiten teeth by six shades in just 10 days.

It uses new patented technology and blue LED lights to active and lift stains quickly, and can be used for just 10 minutes a day.

"What makes this product unique is the combination of its performance and ease of use," John Kooyman, the chief marketing officer at Colgate-Palmolive, said. "We're proud to offer the clinically-proven guarantee of whitening teeth that are up to six shades whiter in just ten days. Many at-home whiteners are cumbersome, complicated or ineffective, but with our introduction, we bring to the market a product that is both easy to use and highly effective."

In addition, the device contains a rechargeable battery that ensures the LED light panel, which contains over 700 microlights, is always running on an optimal wavelength for effective performance.

A non-UV blue light on the tool looks to accelerate the whitening power by 190% of the 9% hydrogen peroxide, which is the same whitening ingredient used by dentists, the company said.

"We've spent the past five years perfecting the LED device and treatment system," explains Hallie Strotman, R&D. "Every element of the finished product had to meet our criteria of being well-designed, comfortable and most importantly, deliver the whitening results today's discerning consumer demands." The overall product has over 80 patents globally from the development of the device and its design to the compact, rechargeable case.

Shoppers can purchase the Colgate Optic White Advanced LED Whitening Treatment on the brand’s website for $185, and includes the device and a 10-day supply of whitening serum. The kit can be purchased for $145 if opting for the serum subscription refill. A 10-day supply of the serums retails for $49 and a five-day supply for $29.