The toothpaste brand Colgate introduced a new logo a few years ago, adding a smile to its traditional wordmark. But something was missing from the design: teeth. The brand is now putting that ...

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Colgate has partnered with South Korean singer and actress IU to promote its "optic white purple" toothpaste, tapping into the global reach and influence of the K-pop star.

The Colgate ® Optic White ® Advanced LED Whitening Treatment is available at shop.colgate.com and retails for $185, which includes the rechargeable device and a 10-day supply of whitening serum.