Colgate’s latest high-end line of luxury toothpastes includes one made with a common skin care ingredient.

The three-product Elixir line, launched in Europe during the second quarter and with rollout continuing in the current quarter, includes:

Elixir White Restore with three whitening minerals: a silica, calcium pyrophosphate and tetrapotassium phosphate.
Elixir Gum Booster with fluoride and for gum and enamel health, hyaluronic acid, which also is used as a humectant in skin care products to hold water.
Elixir Cool Detox with charcoal and coconut extract “gently scrubs away impurities.”

“We designed it with more of a beauty aesthetic, including skin care-inspired ingredients, a unique clear recyclable bottle and LiquiGlide technology that allows the paste to leave the bottle, leaving no messy tube or cap,” said Faucher.

LiquiGlide technology removes friction between packaging and products to allow thick fluids to move in a more slippery fashion through the bottle and reduce product waste, according to developer LiquiGlide Inc., which Colgate signed with in April to use the technology.

In the UK, Elixir products in 80-mL bottles are priced at £9 ($12.50) on Amazon.

Colgate has been working in 2021 to elevate the oral care routine beyond the “functional tube of toothpaste” with the launch of toothpastes that have a beauty-focused edge.

In the US, the firm has launched CO. by Colgate, an “oraceutical” that includes an experiential element in the product packaging and in its user experience and Colgate Renewal toothpaste promoted as “oral beauty” that reverses early gum damage. (Also see "Colgate Launches Target Gum Health, ‘Oral Beauty’" - HBW Insight, 8 March, 2021.).

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