The Science of WOW

Colgate Optic White’s “The Science of WOW” campaign elevates everyday brushing into a transformative experience, showcasing the power of its advanced Hydrogen Peroxide Complex to dissolve years of stains and unlock brighter, more confident smiles.

The Science of WOW is about proving that great results are rooted in real science you can see. At Colgate, our formulas are backed by years of research, including our Hydrogen Peroxide Complex, a unique formulation designed to help dissolve both deep-set and surface-level stains. This campaign brings that innovation to life in a way that reflects how people see themselves today, where beauty, confidence, and self-expression intersect.

Amy Benford

SVP, IMC & Advanced Advertising, Colgate-Palmolive

With whitening becoming an expected part of oral care, consumer skepticism about the efficacy of whitening toothpastes has grown. Colgate sought to address this skepticism by highlighting the science behind their Optic White Pro Series Toothpaste and its unique Hydrogen Peroxide Complex.

Blending cutting-edge science with modern beauty aesthetics, Colgate aimed to inspire confidence by showing how their innovative formula works deep within enamel to deliver visible results.

The campaign, “The Science of WOW,” showcases the transformative power of Colgate Optic White Pro Series Toothpaste. Through a combination of engaging video spots, influencer partnerships, and collaborations with cultural touchpoints like fashion events, music festivals, and exclusive entertainment moments, the campaign demonstrates how Colgate’s advanced formula unlocks the confidence behind a brighter smile.

Additionally, Colgate partnered with Conde Nast to create a beauty-meets-science content series, “Discover the Science of WOW,” featuring actress Brianne Howey and Colgate Scientist Dr. Lisa Manus. The series dives into the science behind the Hydrogen Peroxide Complex and its ability to dissolve both deep-set and surface stains.

‘Wow’ used to feel like something you either had or you didn’t. With the science in Colgate Optic White, it’s something everyone can have, which is why we created a campaign that treats this premium whitening toothpaste like what it really is: a beauty product.