Colgate, the Oral care brand, has partnered with BTS star j-hope to launch its new vitamin C-powered whitening toothpaste.
K-pop star j-hope, who is one of seven members of the boyband behind single ‘Dynamite’, will lead the launch of Colgate’s Optic White Vitamin C toothpaste in the Asia-Pacific market.
To mark the launch, j-hope will front exclusive campaign drops, behind-the-scenes content and interactive challenges on Colgate's official social media channels.
The whitening toothpaste incorporates 95% pure stabilised vitamin C into its formula for “high-impact brightening”, claiming to remove seven years of stains in as little as seven days while protecting and maintaining enamel health.
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"Vitamin C transformed the skin care industry by helping people's skin look brighter and more radiant,” said Samir Singh, President, Enterprise Oral Care, Colgate-Palmolive.
“Based on pioneering oral science work at Colgate-Palmolive, we have unlocked a clinically effective vitamin C formula for teeth whitening.
“The launch of Colgate Optic White Vitamin C represents a major leap forward in oral beauty innovation.
“Consumers no longer separate beauty from oral care and this product reflects that shift.”
Singh added that “j-hope's optimism and famous sunshine smile has inspired millions around the world.
“He is the perfect partner for us to take this product to millions of people.”
