Colgate-Palmolive launch whitening pen toothbrush

Colgate-Palmolive has unveiled the Optic White Toothbrush and Whitening Pen, which the firm says will produce whiter teeth within two days of use.

This is the world's first toothbrush to be designed with a built-in whitening pen and has also been specifically designed to assist the removal of surface stains through the use of polishing bristles and whitening cups.

Stored inside the brush's handle, the pen contains an advanced whitening gel that the company claims will immediately adhere to the teeth and begins working immediately on contact.

Penetrating deeply to help whiten the teeth, Colgate-Palmolive said the solution takes seconds to apply and does not require rinsing or a waiting period.

Philip Durocher, vice-president of US oral care at the company, stated: "We are very excited to share our latest oral care innovation, which offers consumers a more convenient way to clean and whiten their smiles at home."

He added the brush and pen combination "leverages advanced science to deliver advanced whitening in a simple and easy way", noting the process will easily slot into a user's existing routine.