The American multinational Colgate has prepared by the end of this month a re-launch in the top of its toothpaste star Colgate Total, with announcement in the US SuperBowl included and a launch party on January 31. In the new version, in which the company claims to have been working for 10 years, toothpaste will not have the controversial triclosan component, a popular disinfectant.
Colgate-Palmolive has already removed the triclosan from its soaps, but has kept it in its toothpaste. The company has defended that the product is admitted by the American pharmaceutical authority, the FDA, and that it helps to combat gingivitis.[InEurope[EnEuropaColgate has explained that "independent scientific committees of the European Commission have evaluated triclosan several times and have concluded that it is a safe component for a toothpaste". In addition, the company explains on its website that the reviews made by the FDA, the American Dental Association, some government agencies and other independent sources in Europe and the rest of the world confirm that "the use of triclosan in toothpastes is safe, and they recognize that Colgate Total provides an important benefit in oral health. " In Spain, the OCU has described as bulo claims that Colgate Total's triclosan content makes it dangerous.]
However, consumer groups and the FDA itself have ensured that some studies raise questions about the possible link of triclosan with cancer, its effects on the thyroid and its role in the development of resistance to antibiotics by bacteria.
In September Colgate Palmolive anticipated the reformulation of toothpaste, which includes 60 different patents. "We are bringing a completely new Colgate Total to the market," said Chief Executive Ian Mc Cook. He said the new product will treat the same things as before, such as plaque, cavities and enamel protection, but that adds benefits, such as "instant neutralization of odors to improve breath." It was not until Question Time when he indicated that the controversial compound has been eliminated. The firm has not yet widely announced the elimination of the substance. His spokesman Thomas DiPiazza did not answer questions about whether triclosan was eliminated due to regulatory control or health problems.
According to the Council for the Defense of Natural Resources, an organization that has been pushing for the regulation of this and other compounds since 2010, the reformulation of toothpaste "reflects that consumers do not want toxic chemicals." Doubts about the impact of triclosan on bacterial resistance are in circulation since at least the year 2000, shortly after the approval of the FDA the composition of Colgate Total. In 2011, Colgate eliminated triclosan from soaps, citing changing consumer preferences and higher formulas.
In 2014, one of Colgate's main competitors, Procter & Gamble, christened its Crest toothpaste as "triclosan-free" as consumer groups pushed for the elimination of this compound. In 2016 the FDA announced that it would restrict the use of triclosan in antibacterial soaps, and in 2017 it did the same in drugs, in addition to recommending the use of classic soaps to the consumer before doubts about the health effects of antibacterials.
Colgate toothpaste is among the best selling in the world, with annual revenues of around 2,600 million dollars.