Plaintiff Melissa Vigil is suing defendant Colgate-Palmolive Inc., over allegations that Colgate Optic White does no more than remove surface stains and has no effect on deeper intrinsic stains like the packaging promises.
According to the Colgate Optic White class action lawsuit, advertising for this toothpaste promises that it “Deeply Whitens” and “Goes Beyond Surface Stain Removal To Deeply Whiten.”
Colgate allegedly states that “Optic White toothpaste is clinically proven to whiten teeth with peroxide. It goes beyond surface stains unlike ordinary toothpastes.” Plaintiff Melissa Vigil also quotes a TV commercial that claims “Colgate Optic White can penetrate to work below the tooth’s surface.”
The peroxide in the toothpaste can’t function as a whitening agent on intrinsic tooth stains, Vigil claims. She says dentists agree that during brushing, peroxide-based toothpastes are not in contact with the tooth long enough to attack stains.
She quotes representatives from the Academy of General Dentistry, who say the term “whitening” can be misleading when applied to a toothpaste. Getting bleach deep within a tooth can be done using trays and strips that hold the whitening agent against the tooth, the sources say. Toothpastes, on the other hand, “get rinsed away before they do anything.”