To provide user and third-party evidence that a new toothpaste makes teeth whiter.
55 respondents, selected as having teeth of appropriate shades, used the product at home for two weeks. A matched cell used a non-whitening toothpaste. Respondents assessed the colour of their own teeth using a commercial whiteness scale and their teeth shade was measured at the start and then weekly by a qualified dental technician.
The toothpaste gave instant whitening results. The robust science used to generate this result meant that the claim was used with confidence on-pack. Moreover, the product was awarded best innovation in the toothpaste market in France.