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Colgate Total teams with actress Ashley Tisdale

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Colgate Total teams with actress Ashley Tisdale

NEW YORK — Colgate is launching Totally Honest, an initiative inviting people to come clean about their oral care habits and learn about a solution that can help them take control of their oral health.

The Totally Honest pop up will be open to the public in the Flatiron Plaza on the corner of 5th Avenue and 23rd Street in NYC on August 8th (10:00 AM – 6:30 PM EST) and August 9th (8:30 AM – 6:30 PM EST).

Dental anxiety is common, and most people are concerned about plaque,3 the root cause of many oral health problems like bad breath, cavities, and gingivitis. By brushing daily with Colgate Total Plaque Pro-Release, consumers can reduce and prevent plaque bacteria between dentist visits, with the goal of feeling more confident going into their next appointment, eliminating the need for lies and excuses altogether.

Colgate wants everyone to be totally honest with their dentist, and is partnering with actress, singer, entrepreneur and mom Ashley Tisdale to share her tips for managing dental anxiety and staying dentist-ready between appointments.

“As a mom who is passionate about wellness, being proactive about my health is super important to me, but visiting the dentist isn’t exactly my favorite thing,” said Tisdale. “I am no stranger to dental anxiety, which is why I’m excited to have a toothpaste that I can trust to do a good job. By incorporating Colgate Total Plaque Pro-Release into my daily routine, I feel confident being totally honest with my dentist, knowing I am doing what I can to get ahead of oral health problems before they start.”

To celebrate the initiative, Colgate is hosting a vibrant pop-up at the Flatiron Plaza in New York City on August 8th and 9th. The event will provide a safe space for people to anonymously admit the lies they’ve been telling their dentist and receive a complimentary sample of Colgate Total Plaque Pro-Release. Participants will also be able to enter for a chance to win a year’s supply of Colgate Total Plaque Pro-Release and a $400 gift card (about the cost of two dental checkups).

“Less than one-third of people feel very confident going to the dentist. At Colgate, we are determined to increase those odds by helping people feel more prepared for their appointments so they can be totally honest,” said Salma Kaddouri, Integrated Marketing and Communications Lead, Colgate-Palmolive. “With Colgate Total Plaque Pro-Release, we are excited to have a toothpaste that can help people be proactive about their oral health and head into the dentist feeling more confident.”

Colgate Total Plaque Pro-Release is a new innovative toothpaste that significantly reduces harmful plaque bacteria, resulting in 2X less gum-harming plaque. Developed by Colgate scientists, Colgate Total Plaque Pro-Release offers long-lasting 24-hour antibacterial protection.


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