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Colgate’s Slick, High-Tech Toothpaste Tube Reaches North America

LiquidGlide’s EveryDrop coating for clear, recyclable PET tube packaging increases convenience and reduces waste.

Rick Lingle, Senior Technical Editor

March 15, 2022

Personal dental care in North America is getting more sustainable and efficient with the announcement today of Colgate Elixir's introduction into Canada this winter. It follows the launch of the product in Europe last spring, which was reported by Packaging Digest in May.

The clear, innovative PET toothpaste packaging allows consumers to see how much product is left, easily dispense it, and recycle the package. The Colgate Elixir package won 2021 AmeriStar “Best in Show” and “Design Excellence” awards managed by the Institute of Packaging Professionals.

The Elixir packaging leverages LiquiGlide’s patented EveryDrop coating technology that eliminates the friction between solids and liquids. According to Gizmodo, “A textured pattern is applied to a surface, which is then treated to change its surface chemistry. A custom-formulated liquid fills in all the gaps in the microscopic textures and creates a thin layer on the surface that is incredibly slippery.”

This dramatically reduces product waste, increases consumer value, and seamlessly permits consumers to recycle the packaging versus onerously impractical manual cleaning.

“Colgate Elixir is toothpaste reimagined—breathtaking design in a unique packaging technology that is recyclable and designed to let people enjoy the toothpaste to the last drop,” says Liz Mellone. Colgate-Palmolive worldwide director of packaging innovation.

Dave Smith, LiquiGlide’s Co-Founder and CEO, says” we are thrilled about the launch in Canada. With increasing consumer demand for sustainable packaging, we are excited to partner with industry leaders like Colgate to create packaging that is better for consumers, the planet, and business.”

In addition, Colgate is launching a product using LiquiGlide’s EveryDrop technology in Sam’s Club in the US.

Colgate answered three key questions.

Is there a difference in the Canada North America version versus Europe?
“The packaging launched in North America is the same as in Europe with identical specifications, though different variants have been introduced in each region to account for differing market needs. The beauty of this packaging technology is that it does not require formula modification, so people can enjoy the same product consistency they expect from toothpaste.”

What percent of the product is evacuated compared to standard toothpaste tubes?

“Evacuation of standard toothpaste tubes varies widely based on the package size, formula thickness, how people squeeze, and other factors. The packaging technology we use for Colgate elixir is designed to let people enjoy the toothpaste to the last drop.”

What’s been the consumer response in Europe?

“Colgate Elixir launch in Europe has generated trade and consumer excitement and drove incremental share-of-market for Colgate. Consumer feedback has been positive especially around the beautiful package design, ease of use, and great product experience.”

LiquiGlide is pleased by the ongoing rollout of the packaging, too.

"It has been gratifying to see the European market's positive response to Elixir," says Kripa Varanasi, Co-Founder and Chairma. "Our vision is for EveryDrop Technology to create new standards for sustainability and user experience in consumer packaging around the world. Colgate's decision to build on the success of Elixir and expand into North America is an important step toward realizing that vision."

About the Author(s)

Rick Lingle

Senior Technical Editor, Packaging Digest and PlasticsToday

Rick Lingle is Senior Technical Editor, Packaging Digest and PlasticsToday. He’s been a packaging media journalist since 1985 specializing in food, beverage and plastic markets. He has a chemistry degree from Clarke College and has worked in food industry R&D for Standard Brands/Nabisco and the R.T. French Co. Reach him at [email protected] or 630-481-1426.

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