Emily Sortor  |  October 4, 2019

Category: Beauty Products

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colgate optic white toothpasteA class action lawsuit claims that Colgate’s Optic White toothpaste does not “intrinsically whiten teeth,” as advertised.

The Colgate Optic White class action lawsuit was filed by Sharon Willis who says she purchased the toothpaste because she believed it would whiten her teeth.

Willis states that she used the product as directed but it did not deeply whiten her teeth or affect any intrinsic stains.

The plaintiff says she relied on the marketing claims that the toothpaste would whiten her teeth and therefore didn’t receive the benefit of her purchase because she did not receive a product that performed as advertised.

Willis says she was financially injured by Colgate-Palmolive because had she known that the product would not whiten as promised, she would not have purchased it or would have paid much less than she did for it.

The Colgate Optic White class action lawsuit claims that Colgate has misrepresented its Optic White toothpaste since October 2013.

Allegedly, the defendant uses slogans like “deeply whitens more than 3 shades,” in the case of its Optic White Platinum toothpaste, and “goes beyond surface stain removal to deeply whiten” teeth, in the case of Optic White.

The Colgate whitening toothpaste class action lawsuit asserts that Optic White does not actually deeply whiten teeth, and does not go beyond surface stains.

Allegedly, there is not enough hydrogen peroxide in the toothpaste to do this, and the peroxide does not come in contact with the toothpaste for long enough, citing Colgate’s former Vice President for Clinical Research (and current Chief Dental Officer), Dr. William DiVizio.

The Colgate whitening toothpaste class action lawsuit goes on to say that Colgate sold its Optic White products at a premium price based on the false advertisements that the product could deeply whiten.

Allegedly, dentists agree that hydrogen peroxide in toothpaste does not work to remove deep stains because the amount of the peroxide is too small to remove stains, and gets rinsed away too quickly to have an impact.

Additionally, the small amount to hydrogen peroxide is allegedly distributed around a user’s mouth, and not just on their teeth, further diluting its power.

Willis goes on to cite experts who say that “proper whitening requires you to hold the peroxide up against the tooth for several hours or more.” Allegedly, peroxide toothpaste only works by polishing stains away in an abrasive fashion, which can damage teeth by scrapping away dentin and enamel, which can actually make teeth more susceptible to stains.

Have you experienced good results with a whitening toothpaste? Tell us your story in the comments below.

Willis is represented by L. Timothy Fisher and Blair Reed of Bursor & Fisher PA, Christopher Marlborough of The Marlborough Law Firm PC, and by Rosemary Rivas of Levy & Korsinsky LLP.

The Colgate Optic White Toothpaste False Advertising Class Action Lawsuit is Sharon Willis v. Colgate-Palmolive Co., Case No. 2:19-cv-08542, in the U.S. District Court for the Central District of California.

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1,240 thoughts onColgate Class Action Says Toothpaste Doesn’t ‘Deeply Whiten’ Teeth

  1. jesse medina says:

    add me

  2. Rickey Sutton says:

    Please add me

  3. Joshua Schaffer says:

    I don’t know what everybody is taking about. For me I noticed a huge difference.

  4. Patty Stlaurent says:

    I’ve used Colgate OPTIC white products, including OLTIC WHITE RENEWAL, paid high prices for years and saw NO CHANGES IN my teeth at all!!!

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