An instantly whiter smile

A brighter smile

The first toothpaste to whiten your teeth instantly, Signal White Now, has been a huge hit around Europe since its launch six months ago.

By giving you a whiter smile after just one brush, Signal White Now stands out from all other whitening toothpastes on the shelves, which only work after a period of time.

Bright idea

So how does it work? It's actually all about colour – White Now uses a special technology involving a blue pigment, which makes yellow teeth look whiter. Colour Science has been used in our laundry products before, but never in toothpastes, so it's a good example of how we share ideas across our business.

The reason for applying this technology to toothpaste is simple: people really want an instant whitening benefit.

"Our team discovered that the desire for whiter teeth is top of people's wish list when it comes to choosing a toothpaste," says Niels van Geet, Global Project Manager. "Yet there was no toothpaste offering instant results – a clear gap waiting to be filled!"

See the difference

The team worked closely together to make White Now an all-round pleasure to use. Even the packaging stands out (you see the tube through a transparent box), while the sparkling gel looks great as well as being effective. The White Now ads, based on the idea that you can 'switch on' a whiter smile in an instant, are also getting a great response. 

As well as instant whitening, Signal White Now also offers the protection of a normal fluoridated toothpaste and outstanding freshness.