Get a brilliant white smile with Colgate Max White Optic toothpaste. It has a special formula with a clinically proven Advanced Brighteners System™, coating your teeth while brushing, leaving a visibly whiter smile. The effect is temporary, but will give long lasting whiter teeth over time.Clinically proven, Advanced Brighteners System, Noticeably whiter teeth, Continuous use progressively whitensGet a brilliant white smile from the very first brush with Colgate® Max White™ Optic toothpaste. It has a special formula with a clinically proven Advanced Brighteners System™, which coats your teeth as your brush, leaving you with an instantly and visibly whiter smile. The immediate effect is temporary, but over time, the toothpaste will give you long lasting whiter teeth.