Beauty & Personal Care › Oral Care
Total Whitening
Oral Care
by Colgatebrand #2 in Oral CareBudget · bottom third of oral care
Should you buy it??
Check closely
based on 3 of 6 signals
Quick take
In short: what each side says
AI panel · Buyers — each opened up in full further down ↓
Claude ranks this product at #10.0 on average
Owners praise the whitening results, fresh taste, and comprehensive cavity/gum protection, but some find the thick paste texture problematic and worry about sensitivity from stannous fluoride.
The juries split — Check closely before you commit.
Main competitors
Top rivals in Oral Care.
Act one
What the machines think.
Several AI models read the category and place this product — model by model, list by list, over time.
Model by model?
How each AI sees it.
Claude ranks this product at #10.0 on average Averaging across the AI panel, Total Whitening sits around #10.0 this snapshot.
Gemini
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Didn’t rank Total Whitening this snapshot.
GPT
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Didn’t rank Total Whitening this snapshot.
Perplexity
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Didn’t rank Total Whitening this snapshot.
AI Mode
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Didn’t rank Total Whitening this snapshot.
Rank trajectory?
Weeks of movement.
Act two · ★ new
What the people say.
The same product, judged by the owners who bought and filmed it — what they praise, what they knock, who it's for.
What buyers say?
What Google knows about it.
Beyond the video critics, Google pools 1,353 buyer ratings of the Total Whitening from across retailers — a far wider, if blunter, jury. Here’s the shape of that opinion.
1,353 ratings · 7 written
across 1 retailer
What owners single out
In their words
“Colgate Total Active Protection Plaque Cleanse After just one use I could immediately tell my teeth looked whiter and brighter thanks to this toothpaste that puts in extra effort so you don't have to. It starts as a blue gel that brushes into a foam to fight against gingivitis, plaque, tartar, sensitivity, weak enamel, stains, bad breath and cavities. Knowing all the bases are covered from cavitie”
Jasmine J · verified purchase · influenster.com
“The only thing that I really have to complain about the Cole gate total active prevention whitening toothpaste is how thick the toothpaste is. I feel like it doesn’t really dissolve well in my mouth and then when I’m done brushing my teeth I’m just kind of blacked with this thick paste over my teeth and it doesn’t foam up well for me. My boyfriend uses it and loves it, but I prefer something with ”
Kaitie C · verified purchase · influenster.com
as of July 6 · 1353 buyer ratings?
Frequent rivals?
What it competes against.
- Professional Whitening ToothpasteSupersmileColgate leads 1–0 · 1 sharedRead
- Pronamel Gentle Whitening ToothpasteSensodyneColgate leads 1–0 · 1 sharedRead
- Simply White Natural ToothpasteTom's of MaineColgate leads 1–0 · 1 sharedRead
- Pro Health Advanced Whitening ToothpasteCrestColgate leads 1–0 · 1 sharedRead
- Cocofloss ToothpasteCocoflossColgate leads 1–0 · 1 sharedRead
- Ela Mint Whitening ToothpasteBokaColgate leads 1–0 · 1 sharedRead
- Sparkling White ToothpasteHimalayaColgate leads 1–0 · 1 sharedRead
Alternatives by price · Same field?
Same money, different answer.
The recap
Where it stands today.
- PositionBest rank #10 across 1 intent tracked (climbed 4 this week).
- FootprintStrongest in Best Whitening Toothpastes (#10).
- TraitsMost often described as “all-in-one”.
- Closest rivalProfessional Whitening Toothpaste (1–0 across 1 shared intent).
- MakerBy Colgate — see how it ranks across other intents on its brand profile.
browse Total Whitening in these categories