Whitening toothpaste review and compare

Hoping for a DIY Hollywood smile? You might be disappointed.
 
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  • Updated:1 Jan 2005
 

02.Results

For one month, 753 CHOICE Home Testers put their normal toothpaste aside and used an allocated whitening toothpaste twice a day instead. Twenty different toothpastes were included in our trial — all claiming to be ‘whitening toothpaste’ — and each product was tested by 32 to 41 trialists.

Results table

Performance
Brand / product (in rank order) Whitening difference noticed1 (%) Price per 100 g ($)*
WHITE GLO Extra Strength Whitening Toothpaste Professional Choice
78
2.87 (A)
COLGATE Whitening Plus Tartar Control
66
3.59
NATURAL WHITE Advanced Whitening Brushing Gel with SoftPolish plus PVP
63
7.02
MACLEANS Advanced Whitening
62
3.56
NATURAL WHITE Advanced Whitening Toothpaste with SoftPolish plus PVP
61
7.02
WHITE GLO Extra Strength Whitening Toothpaste Anti-Stain Anti-Plaque
59
2.66 (A)
COLGATE Whitening Plus Tartar Control 2 in 1 Toothpaste & Mouthwash
58
3.68
PEARL DROPS Extra Whitening
58
3.95
RAPID WHITE Whitening Toothpaste with SoftPolish
55
7.80
COLGATE Whitening with Micro-Cleansing Crystals
54
4.09
REMBRANDT Low Abrasion Whitening Toothpaste
53
23.47
DENTITEX Advanced Whitening Toothpaste (Aldi)
51
1.42
MACLEANS Ice Advanced Whitening
51
4.06
PEARL DROPS Arctic Mint Whitening Gel with Mouthwash
51
4.29
CEDEL Whitening Plus Tartar Control
49
2.82
COLGATE Icy Blast Whitening 2 in 1 Toothpaste & Mouthwash
49
3.99
NATURAL WHITE Advanced Whitening Toothpaste Natural Formula
47
6.31
COLGATE Total Plus Whitening
43
3.33
COLES Persona Peppermint Whitening Toothpaste
42
1.42
COLGATE Fresh Confidence Plus Whitening
41
3.53

Table notes

* Based on what we paid in July 2004.
(A) Toothbrush included with the pack we bought.

1 Whitening difference noticed.
This is the percentage of trialists who noticed a change in the whiteness of their teeth after using the whitening toothpaste for one month. It groups together trialists who responded that their teeth were ‘somewhat whiter’, ‘a lot whiter’ and ‘exceptionally whiter’ after the trial; the majority of trialists who noticed a change in whiteness commented that their teeth were merely ‘somewhat whiter’, and overall 45% of trialists perceived no difference at all in the whiteness of their teeth at the end of the trial.

 

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