Colgate wants to give you another reason to smile … and not just show your teeth.
The oral care brand brings a vegan-certified toothpaste to the market, which is delivered in a “industry’s first” recyclable tube.
Product development takes five years.
Most toothpaste tubes are made of plastic and aluminum, so you cannot reduce your ecological footprint. But soon, Colgate hopes, you can throw your toothpaste tube in the trash.
The new Smile for Good toothpaste tube is made of high-density polyethylene (HDPE) – the same plastic that milk jugs are made of.
“Colgate wants to make tubes part of the circular economy by keeping this plastic productive and eliminating waste,” said Noel Wallace, chief executive of Colgate-Palmolive, in a press release.
Why it took so long
It took the company five years to develop the new tube.
Colgate said that a commonly recycled plastic material called “High Density Polyethylene” (HDPE) could be used for the new tube, but found that it was not sufficiently compressible for toothpaste.
It was the so-called “Eureka moment” when he put together several types of HDPE material in a toothpaste tube. This right combination “enables people to conveniently squeeze out all of the toothpaste, protects the integrity of the product and meets the requirements of high-speed production.”
Colgate toothpaste contains minimal ingredients. It also consists of ingredients that come from natural sources. Most toothpastes, on the other hand, contain glycerin from animal fat.
All ingredients are listed in the toothpaste, of which 99.7% are natural. It’s certified by the Vegan Society, the company said.
Colgate-Palmolive (CL), the owner of the Colgate brand, is committed to packaging all products 100% recyclable by 2025 – and is not the only company investing in recyclable products.
For example, Procter & Gamble makes more sustainable products by testing its refillable packaging for Olay moisturizers, while Coca-Cola (KO) is committed to making its cans and bottles from at least 50% recycled material.
And by 2022, every Polish spring water that holds less than a gallon will be made from recycled plastic bottles. Starbucks (SBUX) is joining in by eliminating all plastic straws this year and testing a new paper cup that uses less plastic.
Two types of toothpaste – Smile for Good Protection and Smile for Good Whitening – are available from retailers, including Sainsbury, Boots, Superdrug, Wilko, Waitrose, Ocado and Amazon.