5X WHITER TEETH*: Unlike regular whitening toothpaste that only removes surface stains, our Colgate’s Max White Stainlift Pro Clean Toothpaste deeply whitens for 5X whiter teeth* for a smile to impress. (*Stains caused by food and drink vs fluoride toothpaste after 3 days.) 24/7 SENSITIVITY PROTECTION: With a special Sensitive Complex, our sensitive teeth whitening toothpaste provides 24/7 protection for both sensitive teeth and enamel with continued 2x daily use. WHITENS BEYOND ENAMEL SURFACE: Thanks to the clinically proven whitening technology, our stain remover toothpaste removes deep-set stains caused by food and drink. FEEL IT WORKING: You'll experience a distinctive warming sensation from the rich teeth whitening foam as it activates to deeply whiten. ENAMEL SAFE: Our tooth whitening toothpaste provides non-abrasive whitening of deep stains and is also enamel safe for daily use. USE DAILY: Use twice a day for 2 minutes instead of your ordinary toothpaste to achieve its maximum whitening results. Search Colgate Purple Serum to have more details