--What does the promo say?--
"Clinically proven formula that delivers exceptional oral care, whitening and fresh breath confidence. The intelligent iQ+ ActiveOxi Technology™ within UltraDEX works with your natural oral pH level to release the appropriate amount of active ingredient to meet the individual needs of your mouth.
- Clinically proven to whiten teeth within 14 days by gently oxidising organic stains to reveal the true brightness of your teeth
- Clinically proven to prevent bad breath by eliminating, not simply masking, odour-causing Volatile Sulphur Compounds (VSC)
- Anti-bacterial action. Kills bacteria that, without the correct preventative measures, can cause gum problems, tooth decay & plaque. Bacteria cannot become resistant to UltraDEX and regrowth is inhibited.
- 100% free from harsh abrasives with a low Relative Dental Abrasivity* (RDA) of only 53
- 100% free from Sodium Lauryl Sulphate (SLS) and non-foaming to enable longer brushing time. [...]
- Clean, fresh mint taste."
The white and blue theme is not uncommon in the toothpaste market, so unfortunately nothing here will be making this tube stand out on the shelf. The squeezy screw-top tube operates in the same way as any other.
Pop a pea-sized amount onto a toothbrush and clean your teeth as normal. Nothing tricky here.
Again, all very ordinary; white with no visible grains or streaks.
--Scent and taste--
Very minty - nothing weird here as with some toothpastes for sensitive teeth.
--Texture and consistency--
There's not as much foam as you'd ordinarily be used to, but now I find that normal toothpastes create too much lather by comparison, so it's clearly just a matter of habit.
--Effects on the teeth--
Teeth are left feeling squeaky clean and stains are gradually buffed away, improving tooth appearance noticeably - although perhaps not within 14 days.
--Value for money--
There are clearly positive results and one tube lasts ages. To pay over £6 for a tube of toothpaste therefore still seems extortionate in some respects - this is three times what most households usually pay. However, it's less than the cost of a scale and polish at the dentist, and less too than some specialist whitening toothpaste brands, such as Blanx. I would consider replenishing stocks once my free PR sample runs out, but perhaps just for use as a once-a-week treatment rather than for everyday use, as the price is prohibitive otherwise.
Anti-Bacterial Coated Interdental Tape, £3.49/25m
Wire Free Interdental Brushes, £5.49/30
Daily Oral Rinse, £8.15/500ml