The Science of WOW: How Colgate Optic White is Redefining Beauty

May. 18, 2026

Colgate has launched "The Science of WOW," a new integrated campaign developed in partnership with VML that blends cutting-edge science with modern beauty aesthetics to reframe whitening toothpaste as more than just a daily routine.

As whitening becomes an expected part of oral care, skepticism around the efficacy of whitening toothpastes has continued to grow. “The Science of WOW” addresses those doubts by spotlighting the innovation behind Colgate Optic White Pro Series Toothpaste and its Hydrogen Peroxide Complex, a formula designed to work deep within enamel to dissolve years of stains and unlock a brighter, more confident smile.

The campaign comes to life through :15 and :30 film spots, alongside activations across the spaces where beauty and culture intersect — from influencer partnerships to fashion’s biggest night, major music festivals, and exclusive entertainment moments.

In partnership with Condé Nast, Colgate also created a beauty-meets-science content series titled “Discover the Science of WOW,” featuring actress Brianne Howey and Colgate scientist Dr. Lisa Manus. Together, they explore the science behind Optic White Pro Series and demonstrate how the hydrogen peroxide-based formula targets both deep-set and surface stains.

"The Science of WOW" highlights how the advanced formula behind Optic White Pro Series elevates everyday brushing into something more powerful, helping consumers unlock a visibly whiter smile and the confidence that comes with it.

Blending science with beauty, the campaign speaks to consumers who expect more from their routines: visible results they can trust and a reason to believe in whitening toothpaste again.

Colgate partnered with VML to develop more than 100 campaign assets across channels as part of the always-on campaign rollout.

The campaign is running across multiple touchpoints, including linear TV, YouTube, CTV, social platforms including Meta, TikTok, Pinterest, Reddit and Snapchat, dating apps, and audio platforms.