Key takeaways
- Colgate-Palmolive introduces Visible White Purple Serum in India, tapping into the oral-beauty trend.
- The serum uses purple pigments to neutralise yellow tones for instant whitening.
- Backed by a digital-first campaign, the product targets consumers seeking quick aesthetic results.
- Industry experts predict growing opportunities for oral care brands to merge with beauty and prioritise ingredient transparency.
Visible White Purple Serum is a colour-correcting oral care product that it claims instantly neutralises yellowness. The serum, which uses purple pigments to visibly whiten teeth, is being marketed as an add-on to traditional oral hygiene routines.
The non-foaming, enamel-safe formula has a mint and yuzu flavour and targets consumers seeking quick aesthetic enhancement. The serum is being rolled out across major e-commerce platforms in India, priced at INR 800 (€7.77).
Colgate is backing the launch with a digital-first campaign and influencer activity built around the application.
“With the launch of Colgate Visible White Purple Serum, our aim is to make oral care meet beauty in the easiest, most effective way,” said Director of Marketing at Colgate-Palmolive (India), Ayan Guha. “It’s all about giving people the confidence to brighten their smiles on demand, turning everyday oral care into a fun, enjoyable ritual.”
The future of oral care: expert insights from Mintel
Colgate-Palmolive appears to be making more moves into the emerging oral-beauty segment, as consumers demand more cosmetic-style solutions that deliver visible, instant results. Last year, the brand saw success with the introduction of its Purple Toothpaste.
Recently, Director, Mintel Beauty & Personal Care Research, Rosalia Di Gesu, pointed out that there is space for the oral care market to blossom.
“Over the next year, there are opportunities for oral care brands to strengthen the connection between oral health and total health, blur with the beauty industry in more disruptive ways, and prioritise transparency around ingredient safety and efficacy,” said Di Gesu.
“Ingredient-literate consumers will be doing their research on the best ingredients to include within their regime, but clarity and avoiding misinformation is paramount. Educating consumers on the relationship between oral health and systemic health, and pointing to the science around this, will be key to building trust.”
