MUMBAI: Colgate-Palmolive (India) Limited (CPIL) has launched the New Colgate Super Flexible Toothbrush, which has a unique tongue-cleaning feature at the back of its head.
New Colgate Super Flexible, which builds on the best-selling Super Flexible range of Colgate, boasts of ‘premium’ bristle profile. It uses imported bristles with raised tips that reach in-between teeth and also back teeth.

The firm inner, coloured bristles gently scrub the tooth surface to remove plaque while the soft outer bristles gently massage the gums. At the back of its head is a special ribbed design that serves as a tongue-cleaning device that removes deposits from the tongue.
 
 
Announcing the launch, a Colgate spokesperson said, "Today, tongue-cleaning is considered as important as brushing teeth – especially in terms of bacteria reduction and bad-breath control. Studies indicate that brushing the teeth produces only 30 per cent reduction in bad breath, whereas tongue-cleaning can reduce this by as much as 75 per cent. The introduction of a toothbrush with tongue-cleaning feature is Colgate’s initiative towards promoting good oral health among consumers, as also to provide convenience and ease-of-use. The fact that this feature has been introduced on our largest selling variant Super Flexible, reflects our firm commitment towards reaching the maximum number of people and making it affordable for them. With this launch, we are confident we will further enhance our leadership in the toothbrush category."

The New Colgate Super Flexible is available in varied colours and is priced at Rs 13. The launch is being supported through a new high impact TV commercial backed by radio, outdoor advertising, consumer promotions and trade support aimed at ensuring high visibility and brand awareness.

The spokesperson added, "We knew we had a winning product and concept, the demand from both consumers as well as trade has been encouraging."