Although teeth may not always be the first thing that comes to mind in a beauty routine, Colgate is trying to change the perception with its latest product called Colgate Visible White Purple Serum.
The serum is a whitening booster that works on the principle of colour theory, where purple pigments provide colour correction by neutralising yellow tones.
It can be applied after brushing teeth for an “instant colour-correcting effect”, while its compact design and non-foaming texture makes it ideal for on-the-go touch-ups.
“With the launch of Colgate Visible White Purple Serum, our aim is to make oral care meet beauty in the easiest, most effective way. It’s all about giving people the confidence to brighten their smiles on demand, turning everyday oral care into a fun, enjoyable ritual,” said Ayan Guha, Director of Marketing at Colgate-Palmolive India.
This marks a significant move for Colgate in India’s oral beauty sector, following the positive responses received for its Visible White Purple Toothpaste introduced in 2024.
The toothpaste quickly gained popularity for its ability to colour-correct yellow tones. Used together with the Purple Serum, the duo offers a fuss-free and efficacious way of enhancing teeth brightness and boosting confidence as part of a modern oral beauty routine.
To support the product launch, Colgate-Palmolive India has rolled out a social-first campaign that highlights the ritual of “Pump, Purple, Smile”, amplified through creators, influencers, and digital storytelling.
Spotlighting enamel wear
Haleon-owned oral care brand Sensodyne has recently debuted Pronamel, a “globally trusted” toothpaste formulated to strengthen and protect tooth enamel, in India.
The launch is aimed at addressing a critical yet often overlooked oral health issue — enamel wear — and aligns with Haleon’s broader vision for oral health in India by offering premium everyday proactive oral care to consumers.
Frequent consumption of acidic foods and beverages, such as citrus fruits, cold drinks, pickles, tea, and coffee, gradually weakens and damages the tooth enamel, which raises the risk of problems including sensitivity, yellowing, and cavities.
Despite the prevalence of enamel wear, awareness remains low. Based on data from Kantar Oral Care U&A Study cited by Sensodyne, 95% of the Indian population is at risk of this condition, but only 8% are aware of it.
“Enamel is the hard, protective outer layer of our teeth; nature’s shield for healthy teeth. Once demineralised, it cannot regenerate naturally, and often the damage is detected only when it’s too late.
“Pronamel’s launch in India is the result of over 20 years of scientific research, delivering a proven, specialised formulation that provides two times stronger enamel protection [compared to regular toothpaste] against everyday acid wear.
“Through our awareness campaign, we aim to educate consumers on the importance of enamel care and provide a trusted, science-backed solution to support every day oral health,” stated Kishlay Seth, Category Lead of Oral Health at Haleon India.
Specifically, the awareness campaign spans TV, digital, social media, print, and outdoor platforms. These initiatives are designed to inform consumers about the causes and consequences of enamel wear, while highlighting the importance of proactive enamel care.
The campaign aims to bridge the awareness gap and encourage healthier oral care habits through engaging, informative content tailored to the Indian audience.
Pronamel comprises a gentle, low-abrasion formula that works by making fluoride more available for enamel uptake during brushing. Simultaneously, it helps essential minerals like calcium bind to the enamel and repair early signs of acid damage.
This makes enamel stronger and more resistant to everyday acid attacks, and helps prevent issues like erosion, yellowing, and chipping.
Tough on pimples, gentle on skin
Garnier Men, a leading men’s skin care brand under L’Oréal India, has launched the AcnoFight Gentle Cleanser alongside the onboarding of Indian national cricketer Abhishek Sharma as its new brand ambassador.
Powered by salicylic acid for deep cleansing and Centella for skin soothing, the cleanser, with its gel texture and low pH formula, is claimed to fight pimples gently and effectively without compromising comfort.
It has also been dermatologically tested for use on sensitive, shaved, and irritated skin.
“Garnier Men has always been about innovation and efficacy, driven by a commitment to democratise beauty for men in India. We are thrilled to welcome Abhishek Sharma to our brand family, an individual who perfectly embodies the values of excellence and genuine performances with his vibrant energy, unwavering dedication on the field, and the sheer confidence he brings to every game.
“With AcnoFight Gentle Cleanser, we are set to take Garnier Men to newer heights, reinforcing our position as India’s number one men’s face wash brand. We anticipate an exciting phase ahead, delivering high-performance yet gentle skin care solutions that help men feel confident and ready to face any challenge in their own skin every day,” said Ajay Simha, General Manager of Marketing at Garnier.
According to the brand, Abhishek Sharma represents the modern Indian man — strong yet sensitive — and the association will help redefine modern men’s skin care, which combines power with gentleness.
Garnier Men aims to further strengthen its connection with today’s generation of male consumers, inspiring them to care for their skin with confidence and ease.
