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NEW YORK — Colgate-Palmolive plans to feature pop band sensation One Direction on three new oral care products due out this month.
The company said Tuesday that the U.K. boy band will be "front and center" on the new 1D Colgate MaxFresh Power Toothbrush, 1D Colgate MaxFresh Manual Toothbrushes and 1D Colgate MaxFresh Toothpaste. The products will be available exclusively in the United States.
"Colgate continues to offer solutions to help improve the oral health and well-being of consumers, while making it easy to manage every day routines," commented Philip Durocher, vice president and general manager for U.S. oral care at Colgate-Palmolive. "To add some fun to teens’ and tweens’ brushing regimens, we’ve partnered with 1D to encourage fans to take care of their oral care needs with the Colgate MaxFresh line and their favorite band."
According to the company, the 1D Colgate MaxFresh Power and Manual Toothbrushes have soft bristles to help remove plaque and stains, resulting in a "fresh, whole-mouth clean." The 1D Colgate MaxFresh Toothpaste comes in a fresh mint flavor and has a fluoride formula that helps protect teeth against cavities.
Plans call for the 1D Colgate MaxFresh products to hit shelves at grocery, drug and mass merchandise stores nationwide in November.
